It’s paradoxical that misinformation continues to thrive even in an age of easy access to information.
From unverified health tips to conspiracy theories, fake news has a curious hold on our beliefs, even when the facts are readily available. Due to our human psychology, which includes several cognitive biases, emotional triggers, and social influences, we easily fall prey to misinformation even when we know it’s misleading.
One major reason for our susceptibility to fake news is the presence of cognitive bias, a mental shortcut that influence our perception of information such as the confirmation Bias which drives us to seek out information that aligns with our pre-existing beliefs while ignoring data that contradicts them. When we encounter fake news that confirms our views, it feels satisfying and reinforces our opinions, regardless of factual inaccuracies.
Additionally, we tend to believe fake news because of the Availability Heuristic, a mental shortcut that makes us to believe information that is easy to recall. If a piece of fake news is presented in a sensational way or repeated frequently, it becomes more memorable, increasing the likelihood that we’ll accept it as true simply because it’s familiar.
Another reason is the anchoring Bias, it is linked to the first piece of information we encounter on a topic often serves as a reference point for future information. If this initial information is fake news, we may assess new, factual information against it, making us more likely to reject the truth if it contradicts the anchor statement that was false.
2. Our Emotions Elicit Feelings Over Facts
Also, emotions play a powerful role in shaping our beliefs and perceptions, especially when it comes to information that elicits a strong reaction. Fake news often appeals to emotions such as fear, anger, or joy, which can override rational analysis and critical thinking.
For instance, stories that highlight danger, threat, or scandal are more likely to grab our attention and stick in our memory. When fake news triggers anxiety, our minds become hyper-focused on the potential danger rather than the factual validity of the information.
Oftentimes misinformation provokes moral indignation or anger, particularly when it frames events as injustices against a person or group. This emotional charge can make us less receptive to contradictory evidence, as we feel a sense of personal involvement in “righting a wrong.”
3. Social Influence and Echo Chambers
In our hyper-connected world, social dynamics heavily influence our beliefs. We’re more inclined to believe information shared by people we trust, such as friends or family members, even if it’s false. Social media has amplified this effect through echo chambers, where algorithms curate content that reinforces our views, making it easy to encounter similar information repeatedly and limiting exposure to opposing perspectives.
Another factor is the Bandwagon Effect, this happens when we see others engaging with a piece of fake news mostly through likes, shares, or comments, it can create a sense of legitimacy. The sheer volume of engagement can make us subconsciously assume that “so many people can’t be wrong,” leading us to accept misinformation as fact.
Our affiliation with specific social or political groups also affects our perception of information. We’re more likely to accept misinformation if it aligns with the collective beliefs of our group, as rejecting it could create cognitive dissonance and alienate us from our social circles.
4. Information Overload and Cognitive Fatigue
The constant bombardment of information in the digital age leads to cognitive fatigue, which reduces our capacity to critically evaluate everything we see. When our brains are overwhelmed, we rely more on shortcuts rather than scrutinizing each piece of information for accuracy. As a result, fake news can slip through, especially if it’s easily digestible or aligns with what we already believe.
5. Belief Perseverance: Holding onto False Beliefs
Finally, belief perseverance is a psychological tendency where we cling to our beliefs, even when presented with clear evidence to the contrary. Once a belief forms, it becomes part of our identity, and letting go of it would mean admitting we were wrong. This is particularly true with beliefs that are tied to self-esteem or personal values. Misinformation can take root and persist because rejecting it feels like rejecting part of ourselves, so we hold onto it even when we “know” it’s incorrect.