It's funny how often people's response to a new piece of research is “well I don't believe that”, or “that's not true for me”.
Sometimes this response is justifiable – particularly if the methodology is suspect. Bad science needs to be questioned. (Like when educational researchers use memorization as a benchmark for learning in studies of which pedagogical approaches work best.) But most often what these responses mean, no matter how well argued, is that people simply don't want the results to be true.
The wonderful thing about science done right is that the results are real. Whether you believe them to be true or not is of no consequence.