Selling Belief, Safety and Cognitive Dissonance

The best studies of selling belief concern cults like Jonestown and work associated with Festinger (When Prophecy Fails (1955). There are many studies of how to sell beliefs, reap the rewards, con people and ‘follow the money’. We discussed some of these case studies in Real Risk, Human Discernment and Risk.

Many studies in Social Psychology demonstrate the ease of selling belief and the linking of belief to money, or if you prefer, a visit to the Vatican and make a few observations.

Selling belief is big business as we observe with the cult of MAGA.

The moment one is able to sell an idea, and it is believed, in comes Cognitive Dissonance (https://safetyrisk.net/change-in-safety-and-cognitive-dissonance/) and Confirmation Bias (https://safetyrisk.net/confirmation-bias-risk-and-being-offensive/), to sustain and fortify that belief. The mechanism for this is achieved by the rule of ‘first in, first served’. In safety, this occurs early, in selling of beliefs through the curriculum.

It’s in the safety curriculum where most false beliefs and myths are first generated for example, the myth of the swiss-cheese and James Reason’s linearity, the myths of Heinrich and injury ratios and dominoes, myths of pyramids and the Bradley Curve and so on. The list is extensive and once it gets in and become belief, it is nearly impossible to unlearn or jettison. Then in waltz the endless parade of consultants, conferences, publications and ‘thought leaders’ all endorsing these myths and making them true.

The same has occurred in the wave of S2, SD, RE, NV and HOP myths that have been created so now we have the strange parade of people trying to ‘operationalise’ a collection of slogans. Then in waltz the endless parade of consultants, conferences, publications and ‘thought leaders’ all endorsing these myths and making them true. This is how myth (the semiotic confirmation of a narrative) works.

This is why when Safety publishes on culture, it never discusses religious studies. Because if it did, it might just see how safety as religious belief, generates an avalanche of snake oil with salesmen in tow, reaping the windfall. This is how cults, religions, myths, ritual, belief and sales/marketing work. Follow the money. Didn’t you know? Safety Saves!

If you are interested in learning more about cult-ure, selling belief and the marketing of ideas you can register for the free workshops on Philosophy and Safety being held in May (https://safetyrisk.net/philosophy-for-risk-and-safety-free-workshops/).

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Prof. Robert Long

Expert in Social Psychology, Principal & Trainer at Human Dymensions

Latest posts by Prof. Robert Long (see all)

• Weick’s Expectations of the Unexpected - May 13, 2026
• The Non-Revolution in Safety - May 12, 2026
• Suspending Your Agenda to Begin Learning in Risk - May 11, 2026
• The De-Ethicization of the Object in Safety - May 9, 2026
• Weick’s Organising as ‘Consensually Validated Grammar’ - May 9, 2026

PhD., MEd., MOH., BEd., BTh., Dip T., Dip Min., Cert IV TAA, MRMIA Rob is the founder of Human Dymensions and has extensive experience, qualifications and expertise across a range of sectors including government, education, corporate, industry and community sectors over 30 years. Rob has worked at all levels of the education and training sector including serving on various post graduate executive, post graduate supervision, post graduate course design and implementation programs.