Cognitive Schemas are everything we tell ourselves about ourselves. Any new information must fit into the existing schema.
For example, Janet always drives at 55 MPH. She does this to save fuel. How can we present Janet with new information, that will cause her to change her behavior?
Unsuccessful choices:
"I read on some blog that 60 MPH is actually the most fuel efficient speed" - this is telling Janet that her facts are wrong, therefore she is wrong. Janet is likely to dismiss your argument as lacking credibility.
"It isn't safe to drive that much slower than the rest of the traffic." - this is telling Janet that her values are wrong, therefore she is wrong. Because saving fuel and driving safely are not directly comparable, she can easily dismiss your argument as affecting something that "doesn't matter."
Potentially successful:
"It really bothers me that you drive so slowly" - this doesn't challenge her schema, but clearly sets up an alternate consideration: do you value your fuel savings, or our relationship? This could result in changed behavior + resentment, or unchanged behavior + guilt. Neither of which are particularly good situations.
"Consumer Reports did a study, and found that many cars are most fuel efficient at 55 MPH, but your car is most efficient at 65 MPH." - This acknowledges Janet's values (saving fuel), and confirms that she has her facts right (55 MPH is generally the most fuel efficient), and then provides additional information that fits within her schema. This incremental schema adjustment is likely to be well received, and result in a behavior change.
