Investors will not always heed the advice that is given; Confirmation bias is the devil we fight all our lives

Investors will not always heed the advice that is given, even if it comes after they persuade the other to do so. Confirmation bias is the devil we fight all our lives. We selectively hear whatever confirms the information we already have in our heads. If my relative has decided to invest more in the stocks he holds, which are falling in value, I cannot dissuade him from acting on that idea.