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I agree with Haidt that people make up reasons ex-post facto in order to support their initial gut reaction to a situation. However, there has to be a reason that they had that gut reaction,it may not be expalinable but that is because it is a gut reaction or 'intuition'. Not to be cliche, but they say always trust a womans intuition.  There is some base, possibly primal instinct that is so ingrained in who we are as a species that it affects a majority of our judgements without us realizing it. I agree that people come up with reasons afterwards that are ex post facto but I beleive that is because they have no words to explain their intuition.

I do not know how this will help in our apaers, other than we have to appeal to people's sense of judgement, and possibly twist things to make one side seem worse, because if they are already set in a certain mind set due to intuition it is going to be hard to sway them.