Changing a complex ideological belief (“I support the Conservatives/ Labour Party/ I am a Christian etc) .) is certainly much harder to do and is more damaging to the ego and self esteem, since an ideological belief is often linked to ones own sense of personal identity. This can be compared to admitting an obvious demonstrable mistake/ decision such as “I should have bought that car rather than this one”, which is much easier to do and one reason why few will admit to changing their vote ( as shown above). Yes we all make mistakes, some are easier to admit than others,