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Cognitive dissonance is when one learns new information that challenges a deeply held belief that seems to undercut a favorable self-image, that person may feel motivated to somehow resolve the negative feeling that results—to restore cognitive consonance—by ignoring the challenging source.

This isn't the only response to cognitive dissonance, but it's the one most people are familiar with.

This behavior explains people believing something—or following a leader—despite all the contradictory facts. Outsiders look at the situation and are amazed that their adherents can't see the absurdity of the fraud.

But it's a common occurrence.

Just spend some time watching documentaries about cults and you'll see all the proof you need.