The team conducted an experiment asking several hundred people to choose between two pieces of furniture. After a varying amount of time, they were asked to choose again between the items, but told that a certain number of other people had preferred the opposite item.
The results showed that a small amount of social pressure to reverse an opinion was far more effective in getting people to change their minds than if the pressure was much greater. When an overwhelming number of people were shown as having made a different choice, people tended to stick with their original selections.
So when dealing with a stubborn person, don’t push it.