Why Your Brain Falls for Misinformation – And How to Avoid It
This article is part of the magazine, "The Future of Science In America: The Election Issue," co-published by LeapsMag, the Aspen Institute Science & Society Program, and GOOD.
Whenever you hear something repeated, it feels more true. In other words, repetition makes any statement seem more accurate. So anything you hear again will resonate more each time it's said.
Do you see what I did there? Each of the three sentences above conveyed the same message. Yet each time you read the next sentence, it felt more and more true. Cognitive neuroscientists and behavioral economists like myself call this the "illusory truth effect."
Go back and recall your experience reading the first sentence. It probably felt strange and disconcerting, perhaps with a note of resistance, as in "I don't believe things more if they're repeated!"
Reading the second sentence did not inspire such a strong reaction. Your reaction to the third sentence was tame by comparison.
Why? Because of a phenomenon called "cognitive fluency," meaning how easily we process information. Much of our vulnerability to deception in all areas of life—including to fake news and misinformation—revolves around cognitive fluency in one way or another. And unfortunately, such misinformation can swing major elections.
The Lazy Brain
Our brains are lazy. The more effort it takes to process information, the more uncomfortable we feel about it and the more we dislike and distrust it.
By contrast, the more we like certain data and are comfortable with it, the more we feel that it's accurate. This intuitive feeling in our gut is what we use to judge what's true and false.
Yet no matter how often you heard that you should trust your gut and follow your intuition, that advice is wrong. You should not trust your gut when evaluating information where you don't have expert-level knowledge, at least when you don't want to screw up. Structured information gathering and decision-making processes help us avoid the numerous errors we make when we follow our intuition. And even experts can make serious errors when they don't rely on such decision aids.
These mistakes happen due to mental errors that scholars call "cognitive biases." The illusory truth effect is one of these mental blindspots; there are over 100 altogether. These mental blindspots impact all areas of our life, from health and politics to relationships and even shopping.
We pay the most attention to whatever we find most emotionally salient in our environment, as that's the information easiest for us to process.
The Maladapted Brain
Why do we have so many cognitive biases? It turns out that our intuitive judgments—our gut reactions, our instincts, whatever you call them—aren't adapted for the modern environment. They evolved from the ancestral savanna environment, when we lived in small tribes of 15–150 people and spent our time hunting and foraging.
It's not a surprise, when you think about it. Evolution works on time scales of many thousands of years; our modern informational environment has been around for only a couple of decades, with the rise of the internet and social media.
Unfortunately, that means we're using brains adapted for the primitive conditions of hunting and foraging to judge information and make decisions in a very different world. In the ancestral environment, we had to make quick snap judgments in order to survive, thrive, and reproduce; we're the descendants of those who did so most effectively.
In the modern environment, we can take our time to make much better judgments by using structured evaluation processes to protect yourself from cognitive biases. We have to train our minds to go against our intuitions if we want to figure out the truth and avoid falling for misinformation.
Yet it feels very counterintuitive to do so. Again, not a surprise: by definition, you have to go against your intuitions. It's not easy, but it's truly the only path if you don't want to be vulnerable to fake news.
The Danger of Cognitive Fluency and Illusory Truth
We already make plenty of mistakes by ourselves, without outside intervention. It's especially difficult to protect ourselves against those who know how to manipulate us. Unfortunately, the purveyors of misinformation excel at exploiting our cognitive biases to get us to buy into fake news.
Consider the illusory truth effect. Our vulnerability to it stems from how our brain processes novel stimuli. The first time we hear something new to us, it's difficult to process mentally. It has to integrate with our existing knowledge framework, and we have to build new neural pathways to make that happen. Doing so feels uncomfortable for our lazy brain, so the statement that we heard seems difficult to swallow to us.
The next time we hear that same thing, our mind doesn't have to build new pathways. It just has to go down the same ones it built earlier. Granted, those pathways are little more than trails, newly laid down and barely used. It's hard to travel down that newly established neural path, but much easier than when your brain had to lay down that trail. As a result, the statement is somewhat easier to swallow.
Each repetition widens and deepens the trail. Each time you hear the same thing, it feels more true, comfortable, and intuitive.
Does it work for information that seems very unlikely? Science says yes! Researchers found that the illusory truth effect applies strongly to implausible as well as plausible statements.
What about if you know better? Surely prior knowledge prevents this illusory truth! Unfortunately not: even if you know better, research shows you're still vulnerable to this cognitive bias, though less than those who don't have prior knowledge.
Sadly, people who are predisposed to more elaborate and sophisticated thinking—likely you, if you're reading the article—are more likely to fall for the illusory truth effect. And guess what: more sophisticated thinkers are also likelier than less sophisticated ones to fall for the cognitive bias known as the bias blind spot, where you ignore your own cognitive biases. So if you think that cognitive biases such as the illusory truth effect don't apply to you, you're likely deluding yourself.
That's why the purveyors of misinformation rely on repeating the same thing over and over and over and over again. They know that despite fact-checking, their repetition will sway people, even some of those who think they're invulnerable. In fact, believing that you're invulnerable will make you more likely to fall for this and other cognitive biases, since you won't be taking the steps necessary to address them.
Other Important Cognitive Biases
What are some other cognitive biases you need to beware? If you've heard of any cognitive biases, you've likely heard of the "confirmation bias." That refers to our tendency to look for and interpret information in ways that conform to our prior beliefs, intuitions, feelings, desires, and preferences, as opposed to the facts.
Again, cognitive fluency deserves blame. It's much easier to build neural pathways to information that we already possess, especially that around which we have strong emotions; it's much more difficult to break well-established neural pathways if we need to change our mind based on new information. Consequently, we instead look for information that's easy to accept, that which fits our prior beliefs. In turn, we ignore and even actively reject information that doesn't fit our beliefs.
Moreover, the more educated we are, the more likely we are to engage in such active rejection. After all, our smarts give us more ways of arguing against new information that counters our beliefs. That's why research demonstrates that the more educated you are, the more polarized your beliefs will be around scientific issues that have religious or political value overtones, such as stem cell research, human evolution, and climate change. Where might you be letting your smarts get in the way of the facts?
Our minds like to interpret the world through stories, meaning explanatory narratives that link cause and effect in a clear and simple manner. Such stories are a balm to our cognitive fluency, as our mind constantly looks for patterns that explain the world around us in an easy-to-process manner. That leads to the "narrative fallacy," where we fall for convincing-sounding narratives regardless of the facts, especially if the story fits our predispositions and our emotions.
You ever wonder why politicians tell so many stories? What about the advertisements you see on TV or video advertisements on websites, which tell very quick visual stories? How about salespeople or fundraisers? Sure, sometimes they cite statistics and scientific reports, but they spend much, much more time telling stories: simple, clear, compelling narratives that seem to make sense and tug at our heartstrings.
Now, here's something that's actually true: the world doesn't make sense. The world is not simple, clear, and compelling. The world is complex, confusing, and contradictory. Beware of simple stories! Look for complex, confusing, and contradictory scientific reports and high-quality statistics: they're much more likely to contain the truth than the easy-to-process stories.
Another big problem that comes from cognitive fluency: the "attentional bias." We pay the most attention to whatever we find most emotionally salient in our environment, as that's the information easiest for us to process. Most often, such stimuli are negative; we feel a lesser but real attentional bias to positive information.
That's why fear, anger, and resentment represent such powerful tools of misinformers. They know that people will focus on and feel more swayed by emotionally salient negative stimuli, so be suspicious of negative, emotionally laden data.
You should be especially wary of such information in the form of stories framed to fit your preconceptions and repeated. That's because cognitive biases build on top of each other. You need to learn about the most dangerous ones for evaluating reality clearly and making wise decisions, and watch out for them when you consume news, and in other life areas where you don't want to make poor choices.
Fixing Our Brains
Unfortunately, knowledge only weakly protects us from cognitive biases; it's important, but far from sufficient, as the study I cited earlier on the illusory truth effect reveals.
What can we do?
The easiest decision aid is a personal commitment to twelve truth-oriented behaviors called the Pro-Truth Pledge, which you can make by signing the pledge at ProTruthPledge.org. All of these behaviors stem from cognitive neuroscience and behavioral economics research in the field called debiasing, which refers to counterintuitive, uncomfortable, but effective strategies to protect yourself from cognitive biases.
What are these behaviors? The first four relate to you being truthful yourself, under the category "share truth." They're the most important for avoiding falling for cognitive biases when you share information:
Share truth
- Verify: fact-check information to confirm it is true before accepting and sharing it
- Balance: share the whole truth, even if some aspects do not support my opinion
- Cite: share my sources so that others can verify my information
- Clarify: distinguish between my opinion and the facts
The second set of four are about how you can best "honor truth" to protect yourself from cognitive biases in discussions with others:
Honor truth
- Acknowledge: when others share true information, even when we disagree otherwise
- Reevaluate: if my information is challenged, retract it if I cannot verify it
- Defend: defend others when they come under attack for sharing true information, even when we disagree otherwise
- Align: align my opinions and my actions with true information
The last four, under the category "encourage truth," promote broader patterns of truth-telling in our society by providing incentives for truth-telling and disincentives for deception:
Encourage truth
- Fix: ask people to retract information that reliable sources have disproved even if they are my allies
- Educate: compassionately inform those around me to stop using unreliable sources even if these sources support my opinion
- Defer: recognize the opinions of experts as more likely to be accurate when the facts are disputed
- Celebrate: those who retract incorrect statements and update their beliefs toward the truth
Peer-reviewed research has shown that taking the Pro-Truth Pledge is effective for changing people's behavior to be more truthful, both in their own statements and in interactions with others. I hope you choose to join the many thousands of ordinary citizens—and over 1,000 politicians and officials—who committed to this decision aid, as opposed to going with their gut.
[Adapted from: Dr. Gleb Tsipursky and Tim Ward, Pro Truth: A Practical Plan for Putting Truth Back Into Politics (Changemakers Books, 2020).]
[Editor's Note: To read other articles in this special magazine issue, visit the beautifully designed e-reader version.]
Researchers claimed they built a breakthrough superconductor. Social media shot it down almost instantly.
Harsh Mathur was a graduate physics student at Yale University in late 1989 when faculty announced they had failed to replicate claims made by scientists at the University of Utah and the University of Wolverhampton in England.
Such work is routine. Replicating or attempting to replicate the contraptions, calculations and conclusions crafted by colleagues is foundational to the scientific method. But in this instance, Yale’s findings were reported globally.
“I had a ringside view, and it was crazy,” recalls Mathur, now a professor of physics at Case Western Reserve University in Ohio.
Yale’s findings drew so much attention because initial experiments by Stanley Pons of Utah and Martin Fleischmann of Wolverhampton led to a startling claim: They were able to fuse atoms at room temperature – a scientific El Dorado known as “cold fusion.”
Nuclear fusion powers the stars in the universe. However, star cores must be at least 23.4 million degrees Fahrenheit and under extraordinary pressure to achieve fusion. Pons and Fleischmann claimed they had created an almost limitless source of power achievable at any temperature.
Like fusion, superconductivity can only be achieved in mostly impractical circumstances.
But about six months after they made their startling announcement, the pair’s findings were discredited by researchers at Yale and the California Institute of Technology. It was one of the first instances of a major scientific debunking covered by mass media.
Some scholars say the media attention for cold fusion stemmed partly from a dazzling announcement made three years prior in 1986: Scientists had created the first “superconductor” – material that could transmit electrical current with little or no resistance. It drew global headlines – and whetted the public’s appetite for announcements of scientific breakthroughs that could cause economic transformations.
But like fusion, superconductivity can only be achieved in mostly impractical circumstances: It must operate either at temperatures of at least negative 100 degrees Fahrenheit, or under pressures of around 150,000 pounds per square inch. Superconductivity that functions in closer to a normal environment would cut energy costs dramatically while also opening infinite possibilities for computing, space travel and other applications.
In July, a group of South Korean scientists posted material claiming they had created an iron crystalline substance called LK-99 that could achieve superconductivity at slightly above room temperature and at ambient pressure. The group partners with the Quantum Energy Research Centre, a privately-held enterprise in Seoul, and their claims drew global headlines.
Their work was also debunked. But in the age of internet and social media, the process was compressed from half-a-year into days. And it did not require researchers at world-class universities.
One of the most compelling critiques came from Derrick VanGennep. Although he works in finance, he holds a Ph.D. in physics and held a postdoctoral position at Harvard. The South Korean researchers had posted a video of a nugget of LK-99 in what they claimed was the throes of the Meissner effect – an expulsion of the substance’s magnetic field that would cause it to levitate above a magnet. Unless Hollywood magic is involved, only superconducting material can hover in this manner.
That claim made VanGennep skeptical, particularly since LK-99’s levitation appeared unenthusiastic at best. In fact, a corner of the material still adhered to the magnet near its center. He thought the video demonstrated ferromagnetism – two magnets repulsing one another. He mixed powdered graphite with super glue, stuck iron filings to its surface and mimicked the behavior of LK-99 in his own video, which was posted alongside the researchers’ video.
VanGennep believes the boldness of the South Korean claim was what led to him and others in the scientific community questioning it so quickly.
“The swift replication attempts stemmed from the combination of the extreme claim, the fact that the synthesis for this material is very straightforward and fast, and the amount of attention that this story was getting on social media,” he says.
But practicing scientists were suspicious of the data as well. Michael Norman, director of the Argonne Quantum Institute at the Argonne National Laboratory just outside of Chicago, had doubts immediately.
Will this saga hurt or even affect the careers of the South Korean researchers? Possibly not, if the previous fusion example is any indication.
“It wasn’t a very polished paper,” Norman says of the Korean scientists’ work. That opinion was reinforced, he adds, when it turned out the paper had been posted online by one of the researchers prior to seeking publication in a peer-reviewed journal. Although Norman and Mathur say that is routine with scientific research these days, Norman notes it was posted by one of the junior researchers over the doubts of two more senior scientists on the project.
Norman also raises doubts about the data reported. Among other issues, he observes that the samples created by the South Korean researchers contained traces of copper sulfide that could inadvertently amplify findings of conductivity.
The lack of the Meissner effect also caught Mathur’s attention. “Ferromagnets tend to be unstable when they levitate,” he says, adding that the video “just made me feel unconvinced. And it made me feel like they hadn't made a very good case for themselves.”
Will this saga hurt or even affect the careers of the South Korean researchers? Possibly not, if the previous fusion example is any indication. Despite being debunked, cold fusion claimants Pons and Fleischmann didn’t disappear. They moved their research to automaker Toyota’s IMRA laboratory in France, which along with the Japanese government spent tens of millions of dollars on their work before finally pulling the plug in 1998.
Fusion has since been created in laboratories, but being unable to reproduce the density of a star’s core would require excruciatingly high temperatures to achieve – about 160 million degrees Fahrenheit. A recently released Government Accountability Office report concludes practical fusion likely remains at least decades away.
However, like Pons and Fleischman, the South Korean researchers are not going anywhere. They claim that LK-99’s Meissner effect is being obscured by the fact the substance is both ferromagnetic and diamagnetic. They have filed for a patent in their country. But for now, those claims remain chimerical.
In the meantime, the consensus as to when a room temperature superconductor will be achieved is mixed. VenGennep – who studied the issue during his graduate and postgraduate work – puts the chance of creating such a superconductor by 2050 at perhaps 50-50. Mathur believes it could happen sooner, but adds that research on the topic has been going on for nearly a century, and that it has seen many plateaus.
“There's always this possibility that there's going to be something out there that we're going to discover unexpectedly,” Norman notes. The only certainty in this age of social media is that it will be put through the rigors of replication instantly.
Scientists implant brain cells to counter Parkinson's disease
Martin Taylor was only 32 when he was diagnosed with Parkinson's, a disease that causes tremors, stiff muscles and slow physical movement - symptoms that steadily get worse as time goes on.
“It's horrible having Parkinson's,” says Taylor, a data analyst, now 41. “It limits my ability to be the dad and husband that I want to be in many cruel and debilitating ways.”
Today, more than 10 million people worldwide live with Parkinson's. Most are diagnosed when they're considerably older than Taylor, after age 60. Although recent research has called into question certain aspects of the disease’s origins, Parkinson’s eventually kills the nerve cells in the brain that produce dopamine, a signaling chemical that carries messages around the body to control movement. Many patients have lost 60 to 80 percent of these cells by the time they are diagnosed.
For years, there's been little improvement in the standard treatment. Patients are typically given the drug levodopa, a chemical that's absorbed by the brain’s nerve cells, or neurons, and converted into dopamine. This drug addresses the symptoms but has no impact on the course of the disease as patients continue to lose dopamine producing neurons. Eventually, the treatment stops working effectively.
BlueRock Therapeutics, a cell therapy company based in Massachusetts, is taking a different approach by focusing on the use of stem cells, which can divide into and generate new specialized cells. The company makes the dopamine-producing cells that patients have lost and inserts these cells into patients' brains. “We have a disease with a high unmet need,” says Ahmed Enayetallah, the senior vice president and head of development at BlueRock. “We know [which] cells…are lost to the disease, and we can make them. So it really came together to use stem cells in Parkinson's.”
In a phase 1 research trial announced late last month, patients reported that their symptoms had improved after a year of treatment. Brain scans also showed an increased number of neurons generating dopamine in patients’ brains.
Increases in dopamine signals
The recent phase 1 trial focused on deploying BlueRock’s cell therapy, called bemdaneprocel, to treat 12 patients suffering from Parkinson’s. The team developed the new nerve cells and implanted them into specific locations on each side of the patient's brain through two small holes in the skull made by a neurosurgeon. “We implant cells into the places in the brain where we think they have the potential to reform the neural networks that are lost to Parkinson's disease,” Enayetallah says. The goal is to restore motor function to patients over the long-term.
Five patients were given a relatively low dose of cells while seven got higher doses. Specialized brain scans showed evidence that the transplanted cells had survived, increasing the overall number of dopamine producing cells. The team compared the baseline number of these cells before surgery to the levels one year later. “The scans tell us there is evidence of increased dopamine signals in the part of the brain affected by Parkinson's,” Enayetallah says. “Normally you’d expect the signal to go down in untreated Parkinson’s patients.”
"I think it has a real chance to reverse motor symptoms, essentially replacing a missing part," says Tilo Kunath, a professor of regenerative neurobiology at the University of Edinburgh.
The team also asked patients to use a specific type of home diary to log the times when symptoms were well controlled and when they prevented normal activity. After a year of treatment, patients taking the higher dose reported symptoms were under control for an average of 2.16 hours per day above their baselines. At the smaller dose, these improvements were significantly lower, 0.72 hours per day. The higher-dose patients reported a corresponding decrease in the amount of time when symptoms were uncontrolled, by an average of 1.91 hours, compared to 0.75 hours for the lower dose. The trial was safe, and patients tolerated the year of immunosuppression needed to make sure their bodies could handle the foreign cells.
Claire Bale, the associate director of research at Parkinson's U.K., sees the promise of BlueRock's approach, while noting the need for more research on a possible placebo effect. The trial participants knew they were getting the active treatment, and placebo effects are known to be a potential factor in Parkinson’s research. Even so, “The results indicate that this therapy produces improvements in symptoms for Parkinson's, which is very encouraging,” Bale says.
Tilo Kunath, a professor of regenerative neurobiology at the University of Edinburgh, also finds the results intriguing. “I think it's excellent,” he says. “I think it has a real chance to reverse motor symptoms, essentially replacing a missing part.” However, it could take time for this therapy to become widely available, Kunath says, and patients in the late stages of the disease may not benefit as much. “Data from cell transplantation with fetal tissue in the 1980s and 90s show that cells did not survive well and release dopamine in these [late-stage] patients.”
Searching for the right approach
There's a long history of using cell therapy as a treatment for Parkinson's. About four decades ago, scientists at the University of Lund in Sweden developed a method in which they transferred parts of fetal brain tissue to patients with Parkinson's so that their nerve cells would produce dopamine. Many benefited, and some were able to stop their medication. However, the use of fetal tissue was highly controversial at that time, and the tissues were difficult to obtain. Later trials in the U.S. showed that people benefited only if a significant amount of the tissue was used, and several patients experienced side effects. Eventually, the work lost momentum.
“Like many in the community, I'm aware of the long history of cell therapy,” says Taylor, the patient living with Parkinson's. “They've long had that cure over the horizon.”
In 2000, Lorenz Studer led a team at the Memorial Sloan Kettering Centre, in New York, to find the chemical signals needed to get stem cells to differentiate into cells that release dopamine. Back then, the team managed to make cells that produced some dopamine, but they led to only limited improvements in animals. About a decade later, in 2011, Studer and his team found the specific signals needed to guide embryonic cells to become the right kind of dopamine producing cells. Their experiments in mice, rats and monkeys showed that their implanted cells had a significant impact, restoring lost movement.
Studer then co-founded BlueRock Therapeutics in 2016. Forming the most effective stem cells has been one of the biggest challenges, says Enayetallah, the BlueRock VP. “It's taken a lot of effort and investment to manufacture and make the cells at the right scale under the right conditions.” The team is now using cells that were first isolated in 1998 at the University of Wisconsin, a major advantage because they’re available in a virtually unlimited supply.
Other efforts underway
In the past several years, University of Lund researchers have begun to collaborate with the University of Cambridge on a project to use embryonic stem cells, similar to BlueRock’s approach. They began clinical trials this year.
A company in Japan called Sumitomo is using a different strategy; instead of stem cells from embryos, they’re reprogramming adults' blood or skin cells into induced pluripotent stem cells - meaning they can turn into any cell type - and then directing them into dopamine producing neurons. Although Sumitomo started clinical trials earlier than BlueRock, they haven’t yet revealed any results.
“It's a rapidly evolving field,” says Emma Lane, a pharmacologist at the University of Cardiff who researches clinical interventions for Parkinson’s. “But BlueRock’s trial is the first full phase 1 trial to report such positive findings with stem cell based therapies.” The company’s upcoming phase 2 research will be critical to show how effectively the therapy can improve disease symptoms, she added.
The cure over the horizon
BlueRock will continue to look at data from patients in the phase 1 trial to monitor the treatment’s effects over a two-year period. Meanwhile, the team is planning the phase 2 trial with more participants, including a placebo group.
For patients with Parkinson’s like Martin Taylor, the therapy offers some hope, though Taylor recognizes that more research is needed.
BlueRock Therapeutics
“Like many in the community, I'm aware of the long history of cell therapy,” he says. “They've long had that cure over the horizon.” His expectations are somewhat guarded, he says, but, “it's certainly positive to see…movement in the field again.”
"If we can demonstrate what we’re seeing today in a more robust study, that would be great,” Enayetallah says. “At the end of the day, we want to address that unmet need in a field that's been waiting for a long time.”
Editor's note: The company featured in this piece, BlueRock Therapeutics, is a portfolio company of Leaps by Bayer, which is a sponsor of Leaps.org. BlueRock was acquired by Bayer Pharmaceuticals in 2019. Leaps by Bayer and other sponsors have never exerted influence over Leaps.org content or contributors.