M- maybe it’s really a combination. They sense that it’s true but they need to be comfortable emotionally as well. Remember, people are complex. Almost all (or all) of our actions have a variety of motivations and are never done completely for the “right” reasons. And there is nothing wrong with that. We are human after all! And we have to involve both our brains and our emotions in everything we do.
I think the important thing is to make sure that there is some intellect/concept of truth involved. Otherwise, it is nothing more than brainwashing and if something more appealing comes along, it’s over.