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Recall that ziva kunda (1990) conducted research on selective evaluation and resistance to persuasion. she asked male and female participants to read a newspaper article about how caffeine consumption by females is associated with increased risk of fibrocystic disease. kunda's results showed that

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While most participants were fairly convinced by the article, those participants who were female and consumed a lot of caffeine (and thus, the ones that the article was suggesting were at higher risk of fibrocystic disease) were significantly more skeptical than all the other participant groups. Kunda suggests that this is because they didn't want to believe it.