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In this paper, we first discuss that in order for conceptual change to take place, students must see the plausibility of a change message. We then contend that the plausibility of a message is related to how rational a student is willing to be about the information that challenges their sacred beliefs. Finally we report a study that explores how "rationality priming," an instructional technique, can build "cognitive momentum," a instructional outcome, which allows students to be more receptive of a change message that challenges their sacred beliefs.