The difficulty in processing denials is probably part of the reason for their frequent ineffectiveness. Complexity and logical connectives get lost in transmission. (Quick, what does the following sentence mean? "It's not the case that Waldo denied that evidence was lacking that he did in fact fail to do X.") In fact, the new research suggests that people quite often mentally transmute a denial into an assertion. They hear "X is not this bad thing Y," and soon enough what remains with them is the link between X and Y, which eventually becomes "X is Y."
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