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.]
If you look back on the last century of scientific achievements, you might notice that most of the scientists we celebrate are overwhelmingly white, while scientists of color take a backseat. Since the Nobel Prize was introduced in 1901, for example, no black scientists have landed this prestigious award.
The work of black women scientists has gone unrecognized in particular. Their work uncredited and often stolen, black women have nevertheless contributed to some of the most important advancements of the last 100 years, from the polio vaccine to GPS.
Here are five black women who have changed science forever.
Dr. May Edward Chinn
Dr. May Edward Chinn practicing medicine in Harlem
George B. Davis, PhD.
Chinn was born to poor parents in New York City just before the start of the 20th century. Although she showed great promise as a pianist, playing with the legendary musician Paul Robeson throughout the 1920s, she decided to study medicine instead. Chinn, like other black doctors of the time, were barred from studying or practicing in New York hospitals. So Chinn formed a private practice and made house calls, sometimes operating in patients’ living rooms, using an ironing board as a makeshift operating table.
Chinn worked among the city’s poor, and in doing this, started to notice her patients had late-stage cancers that often had gone undetected or untreated for years. To learn more about cancer and its prevention, Chinn begged information off white doctors who were willing to share with her, and even accompanied her patients to other clinic appointments in the city, claiming to be the family physician. Chinn took this information and integrated it into her own practice, creating guidelines for early cancer detection that were revolutionary at the time—for instance, checking patient health histories, checking family histories, performing routine pap smears, and screening patients for cancer even before they showed symptoms. For years, Chinn was the only black female doctor working in Harlem, and she continued to work closely with the poor and advocate for early cancer screenings until she retired at age 81.
Alice Ball
Pictorial Press Ltd/Alamy
Alice Ball was a chemist best known for her groundbreaking work on the development of the “Ball Method,” the first successful treatment for those suffering from leprosy during the early 20th century.
In 1916, while she was an undergraduate student at the University of Hawaii, Ball studied the effects of Chaulmoogra oil in treating leprosy. This oil was a well-established therapy in Asian countries, but it had such a foul taste and led to such unpleasant side effects that many patients refused to take it.
So Ball developed a method to isolate and extract the active compounds from Chaulmoogra oil to create an injectable medicine. This marked a significant breakthrough in leprosy treatment and became the standard of care for several decades afterward.
Unfortunately, Ball died before she could publish her results, and credit for this discovery was given to another scientist. One of her colleagues, however, was able to properly credit her in a publication in 1922.
Henrietta Lacks
onathan Newton/The Washington Post/Getty
The person who arguably contributed the most to scientific research in the last century, surprisingly, wasn’t even a scientist. Henrietta Lacks was a tobacco farmer and mother of five children who lived in Maryland during the 1940s. In 1951, Lacks visited Johns Hopkins Hospital where doctors found a cancerous tumor on her cervix. Before treating the tumor, the doctor who examined Lacks clipped two small samples of tissue from Lacks’ cervix without her knowledge or consent—something unthinkable today thanks to informed consent practices, but commonplace back then.
As Lacks underwent treatment for her cancer, her tissue samples made their way to the desk of George Otto Gey, a cancer researcher at Johns Hopkins. He noticed that unlike the other cell cultures that came into his lab, Lacks’ cells grew and multiplied instead of dying out. Lacks’ cells were “immortal,” meaning that because of a genetic defect, they were able to reproduce indefinitely as long as certain conditions were kept stable inside the lab.
Gey started shipping Lacks’ cells to other researchers across the globe, and scientists were thrilled to have an unlimited amount of sturdy human cells with which to experiment. Long after Lacks died of cervical cancer in 1951, her cells continued to multiply and scientists continued to use them to develop cancer treatments, to learn more about HIV/AIDS, to pioneer fertility treatments like in vitro fertilization, and to develop the polio vaccine. To this day, Lacks’ cells have saved an estimated 10 million lives, and her family is beginning to get the compensation and recognition that Henrietta deserved.
Dr. Gladys West
Andre West
Gladys West was a mathematician who helped invent something nearly everyone uses today. West started her career in the 1950s at the Naval Surface Warfare Center Dahlgren Division in Virginia, and took data from satellites to create a mathematical model of the Earth’s shape and gravitational field. This important work would lay the groundwork for the technology that would later become the Global Positioning System, or GPS. West’s work was not widely recognized until she was honored by the US Air Force in 2018.
Dr. Kizzmekia "Kizzy" Corbett
TIME Magazine
At just 35 years old, immunologist Kizzmekia “Kizzy” Corbett has already made history. A viral immunologist by training, Corbett studied coronaviruses at the National Institutes of Health (NIH) and researched possible vaccines for coronaviruses such as SARS (Severe Acute Respiratory Syndrome) and MERS (Middle East Respiratory Syndrome).
At the start of the COVID pandemic, Corbett and her team at the NIH partnered with pharmaceutical giant Moderna to develop an mRNA-based vaccine against the virus. Corbett’s previous work with mRNA and coronaviruses was vital in developing the vaccine, which became one of the first to be authorized for emergency use in the United States. The vaccine, along with others, is responsible for saving an estimated 14 million lives.On today’s episode of Making Sense of Science, I’m honored to be joined by Dr. Paul Song, a physician, oncologist, progressive activist and biotech chief medical officer. Through his company, NKGen Biotech, Dr. Song is leveraging the power of patients’ own immune systems by supercharging the body’s natural killer cells to make new treatments for Alzheimer’s and cancer.
Whereas other treatments for Alzheimer’s focus directly on reducing the build-up of proteins in the brain such as amyloid and tau in patients will mild cognitive impairment, NKGen is seeking to help patients that much of the rest of the medical community has written off as hopeless cases, those with late stage Alzheimer’s. And in small studies, NKGen has shown remarkable results, even improvement in the symptoms of people with these very progressed forms of Alzheimer’s, above and beyond slowing down the disease.
In the realm of cancer, Dr. Song is similarly setting his sights on another group of patients for whom treatment options are few and far between: people with solid tumors. Whereas some gradual progress has been made in treating blood cancers such as certain leukemias in past few decades, solid tumors have been even more of a challenge. But Dr. Song’s approach of using natural killer cells to treat solid tumors is promising. You may have heard of CAR-T, which uses genetic engineering to introduce cells into the body that have a particular function to help treat a disease. NKGen focuses on other means to enhance the 40 plus receptors of natural killer cells, making them more receptive and sensitive to picking out cancer cells.
Paul Y. Song, MD is currently CEO and Vice Chairman of NKGen Biotech. Dr. Song’s last clinical role was Asst. Professor at the Samuel Oschin Cancer Center at Cedars Sinai Medical Center.
Dr. Song served as the very first visiting fellow on healthcare policy in the California Department of Insurance in 2013. He is currently on the advisory board of the Pritzker School of Molecular Engineering at the University of Chicago and a board member of Mercy Corps, The Center for Health and Democracy, and Gideon’s Promise.
Dr. Song graduated with honors from the University of Chicago and received his MD from George Washington University. He completed his residency in radiation oncology at the University of Chicago where he served as Chief Resident and did a brachytherapy fellowship at the Institute Gustave Roussy in Villejuif, France. He was also awarded an ASTRO research fellowship in 1995 for his research in radiation inducible gene therapy.
With Dr. Song’s leadership, NKGen Biotech’s work on natural killer cells represents cutting-edge science leading to key findings and important pieces of the puzzle for treating two of humanity’s most intractable diseases.
Show links
- Paul Song LinkedIn
- NKGen Biotech on Twitter - @NKGenBiotech
- NKGen Website: https://nkgenbiotech.com/
- NKGen appoints Paul Song
- Patient Story: https://pix11.com/news/local-news/long-island/promising-new-treatment-for-advanced-alzheimers-patients/
- FDA Clearance: https://nkgenbiotech.com/nkgen-biotech-receives-ind-clearance-from-fda-for-snk02-allogeneic-natural-killer-cell-therapy-for-solid-tumors/Q3 earnings data: https://www.nasdaq.com/press-release/nkgen-biotech-inc.-reports-third-quarter-2023-financial-results-and-business