Many researchers have demonstrated the belief perseverance phenomenon in both self and social perception (e.g. Ross, Lepper, & Hubbard, 1975; Anderson, Lepper, & Ross, 1980). Several explanations have been provided for this phenomenon, however these explanations have by in large been from a cognitive perspective. Surprisingly, no evidence to date has been obtained in support of a motivational explanation and few if any have been designed to specifically test the influence of motivational mechanisms on belief perseverance. The present studies examined belief perseverance from a motivational orientation and investigated the influence that self-enhancement and self-protective motives may have on this classic phenomenon. Results of three studies support the contention that the motivation to maintain a favorable self-image may attenuate perseverance effects when discredited feedback threatens an important aspect of the self-concept. Further, results of Study 3 support the argument that task-importance moderates the influence of self-enhancement on belief perseverance.