Why Won’t They Listen? - NYTimes.com: "The problem isn’t that people don’t reason. They do reason. But their arguments aim to support their conclusions, not yours. Reason doesn’t work like a judge or teacher, impartially weighing evidence or guiding us to wisdom. It works more like a lawyer or press secretary, justifying our acts and judgments to others."
The article's worth reading, especially for the point that conservatives understand liberals better than liberals understand conservatives. A successful socialist party will have to promote values that appeal to both groups.