Economics journalist Megan McArdle has an interesting take on the current social science on moral behavior in the American cultural context (bolding added):
But if this result holds up, it brings us back to the first point I raised: It may not be so much that liberals don’t care about sanctity, authority, and so forth, as that they are culturally encouraged not to admit that they do. That may seem like a distinction without a difference, of course, but I don’t think that it is, because our stubborn moral intuitions about what is right and wrong are much more powerful than our logic when we make decisions. (Just try to get the average person to sit down and coolly reason through the discovery that their spouse enjoys the occasional fling at a conference with people they never see again.) Coming at someone with utilitarian math when the problem is actually that you’ve desecrated their sacred space is a recipe for bitter and unresolvable conflict — and perhaps, for a culture war that no one is going to win.
“Liberals Can’t Admit to Thinking Like Conservatives”, 6 Aug. 2015. Bloomberg View, 8 Aug. 2015 < http://www.bloombergview.com/articles/2015-08-06/liberals-can-t-admit-to-thinking-like-conservatives >
This is pretty much what we say when it comes to faith. Faith usually trumps fact, which means that people’s tendencies for thought are determined by their disposition–their shraddha, their faith acquired from the three modes of nature. The practical application of this is that in preaching, whether to the uninitiated or initiated, logic and reason are secondary in importance to establishing a friendly relationship.