
it's true because i believe it (egocentrism)

it's true because we believe it (sociocentrism): assumption that the dominant beliefs within my group are true even though i have never questioned their basis.

it's true because i want to believe it (wish fulfillment): i believe in accounts of behavior that put me (or my group) in a positive rather than a negative light, even though i have not seriously considered the evidence for the more negative account. i believe what feels good, or supports my other beliefs, and does not require me to change my thinking or does not require me to admit i have been wrong

it's true because i have always believed it (self-validation): i have a strong desire to maintain beliefs that i have long held, even though i have not seriously considered the extent to which those beliefs are justified, given the evidence

it's true because it is in my interest to believe it (selfishness): i hold fast to beliefs that justify my getting more power, money or personal advantage, even though these beliefs are not grounded in sound reasoning or evidence.