Observer-expectancy effect

When a researcher expects a given result and therefore unconsciously manipulates an experiment or misinterprets data in order to find it (see also subject-expectancy effect).

Your customers will see and do what they want to see and do. Make sure that you understand their proclivities and seek to reinforce them, rather than contradict them in the sales funnel. Don’t try to change their beliefs or behavior, or you’ll derail the conversion.