Why do we double down when wrong?The counterintuitive reaction to disproven beliefs

From the show

The Logic Glitch

When a 1950s UFO cult's doomsday prediction failed, members didn't abandon their leader; they proselytized with renewed vigor. This episode explores the psychological mechanism that forces us to justify errors rather than admit defeat. Leon Festinger's study of "The Seekers" reveals how the brain resolves the pain of conflicting reality.