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Gas prices went up. They blamed Biden. Tariffs are killing small businesses. They blame the media. Their retirement accounts are collapsing. They blame the deep state. Grocery prices are through the roof. They blame immigrants. The economy is contracting. They blame Democrats.

Never Trump. Never once Trump.

Not when he was in charge. Not when he signed the orders. Not when the consequences landed directly on their doorstep. Not when every piece of evidence pointed in one direction and one direction only.

Never Trump.

I call this dissonance-induced blame shifting. It’s what happens when someone makes a decision so tied to their identity that their brain physically cannot admit it was wrong. The mistake doesn’t get processed. It gets redirected. The blame goes outward, toward anyone and everyone except the person responsible. And the target of that blame is you.

The psychology behind this pattern has been documented for nearly seventy years.

The Brain That Cannot Admit a Mistake

In 1957, psychologist Leon Festinger at Stanford University published A Theory of Cognitive Dissonance, one of the most influential works in the history of psychology. Festinger’s theory was built on a deceptively simple observation: when a person holds two contradictory beliefs at the same time, or when their actions contradict their beliefs, the brain experiences a state of psychological discomfort so intense that it will do almost anything to make it stop.

Festinger called this state cognitive dissonance.

The brain doesn’t resolve dissonance by calmly evaluating the evidence and adjusting its position. That would require admitting a mistake. Instead, it reduces the discomfort by changing the belief, discrediting the evidence, rationalizing the behavior, or finding someone else to blame. Whatever it takes to make the contradiction disappear without having to confront the possibility that you were wrong.

Festinger demonstrated this most dramatically before he even published his theory. In 1954, he and his colleagues infiltrated a small doomsday cult led by a woman who claimed to have received messages from extraterrestrials warning that the world would be destroyed by a great flood on December 21st. The cult members had quit their jobs, sold their possessions, and organized their entire lives around this prophecy. Festinger wanted to observe what would happen when the prophecy inevitably failed.

December 21st came. There was no flood. The world didn’t end. The evidence was absolute and undeniable.

And the cult members didn’t leave. They doubled down. They concluded that their faith had been so strong that God had spared the Earth because of them. The failure of the prophecy didn’t weaken their belief. It strengthened it. Because admitting the prophecy was wrong would have meant admitting that they had destroyed their lives for nothing. And the brain could not allow that.

Festinger published these findings in 1956 in a book called When Prophecy Fails. It remains one of the most chilling studies in the history of psychology.

When the Mistake Becomes the Identity

Most people can admit when they were wrong about a politician. Because the politician was just a choice they made. You voted for someone. They turned out to be a disappointment. You adjust. You move on.

For Trump supporters, it went further than that.

Voting for Trump wasn’t just a decision. It became who they are. Their identity. Inside. Everything they told their family and friends they stood for. They wore the hat. They put the flag on their truck. They posted the memes. They got in fights at Thanksgiving. They cut off family members. They made Trump the centerpiece of their personality, their social life, and their understanding of the world.

Admitting Trump was a catastrophic mistake doesn’t just mean they were wrong about one man. It m