The internet's wide reach and viral nature have contributed to the exponential growth of misinformation, which can have extremely dangerous consequences such as increased marginalization of minorities and COVID-19 related effects. Despite this, misinformation is still widely disseminated and accepted, and science is trying to explain why people are more or less likely to accept information as true or fake.
One reason people are more likely to believe information that may not be true is confirmation bias when they want to reaffirm their existing beliefs strongly. Information consistent with what a person wants to believe is more likely to be accepted. According to an Indian study, people primarily rely on "personal biases and beliefs when deciding whether to believe or reject a message, and they rarely verify information from alternative sources on the web."
Confirmation bias is also linked to ingroup bias; humans are social beings who have always belonged to a group or tribe throughout their evolutionary history. To increase one's chances of survival, one must pledge allegiance to and cooperate with their respective tribes or risk being shunned and cast out. According to Josh Introne, Assistant Professor of Information Studies at Syracuse University, "people's individual susceptibility to false information is rooted in their belief systems and tribalism, a state in which the identity of the group becomes more important than the identity of the individual." As a result, in order to "maintain group allegiance," a person is more likely to believe fake news.
People find information more appealing when it corresponds to their desires and hopes; in such cases, they accept the message on faith with little to no verification. According to Arie Kruglanski, a psychology professor at the University of Maryland, there are two types of motivations to accept information: "need for certainty" and "need for specific outcomes." During times of uncertainty, change, and turmoil, such as the pandemic, people are "more attracted to simplistic messages that promise certainty" and are more likely to accept them as true.
Lack of analytical reasoning skills or cognitive powers is another major reason to believe fake news. A study found that “people often fail to discern truth from fiction because they fail to reflect on the accuracy of what they see on social media.” Even when people are skeptical of news reports, they find it difficult to conduct verification and evaluation in order to determine whether the information is true or false. A Canadian study found that the higher a person's reasoning score, the more likely they are to distinguish between fake and real news. According to the study's findings, people's personal bias did not play a significant role in their decision-making when their reasoning skills were strong. In other words, when you are more reflective and analyze the information you receive, you are better able to determine its credibility. Fake news is more likely to be believed by people who have "lazy thinking," as they are unable to distinguish between false and true information.
One of the most common things about misinformation is that it can be emotional. It aims for an emotional reaction such as anger, fear, or shock; it has been reported that when people experience a stronger emotional reaction, whether positive or negative, they are more likely to believe and accept fake news. It is important to remember that objective and analytical reasoning is essential in this situation.
Knowledge of news content can influence one's belief in or disbelief of news. For example, ignorant people with cognitive limitations are more likely to believe false information. When evaluating information, the source of information can also be a factor. People are more likely to believe the news from a credible source, such as a president or celebrity. While some people ignore or fail to analyze the source and only focus on the content, failing to question the source's credibility increases the likelihood of misinformation.
Understanding both the conscious and subconscious reasons people accept or reject information can more easily counter misinformation and be less susceptible to fake news. Awareness of our biases and the importance of reasoning enables us to better discern between true and fake news and reduce the negative impacts of misinformation.
Sources:
Inter News
iSchool
Tech Times
Science Direct
World Government Summit
Misbar
Misbar
Psychology Today
Cognitive Science of Fake News
Arie Kruglanski
