Cognitive inertia

Cognitive inertia is the tendency for a particular orientation in how an individual thinks about an issue, belief, or strategy to resist change. Clinical and neuroscientific literature often defines it as a lack of motivation to generate distinct cognitive processes needed to attend to a problem or issue. The physics term inertia emphasizes the rigidity and resistance to change in the method of cognitive processing that has been used for a significant amount of time. Commonly confused with belief perseverance, cognitive inertia is the perseverance of how one interprets information, not the perseverance of the belief itself.

Cognitive inertia has been causally implicated in disregarding impending threats to one's health or environment, enduring political values and deficits in task switching. Interest in the phenomenon was primarily taken up by economic and industrial psychologists to explain resistance to change in brand loyalty, group brainstorming, and business strategies. In the clinical setting, cognitive inertia has been used as a diagnostic tool for neurodegenerative diseases, depression, and anxiety. Critics have stated that the term oversimplifies resistant thought processes and suggests a more integrative approach that involves motivation, emotion, and developmental factors.