""ScienceDaily (Dec. 21, 2011) — Where does prejudice come from? Not from ideology, say the authors of a new paper. Instead, prejudice stems from a deeper psychological need, associated with a particular way of thinking. People who aren't comfortable with ambiguity and want to make quick and firm decisions are also prone to making generalizations about others....once they've made up their mind, they stick to it. "If you provide information that contradicts their decision, they just ignore it.""

Based on this, don't be surprised if you fail to change folks minds through discourse, or your experiences?

Source:

Prejudice-Science study