Misinformation Expert to Deliver Talk on “Why We Believe Lies” in Salisbury and Avon

A leading cognitive psychologist will explore the psychology behind misinformation at an upcoming talk in Salisbury, offering insights into why false information spreads and how people can protect themselves from being misled.

Simon Clark from the University of Bristol will deliver his presentation, “The Psychology of Misinformation,” at St Francis Church in Beatrice Road later this month. The event, hosted by Sarum u3a, aims to shed light on the psychological mechanisms that make people vulnerable to false or misleading content.

“Misinformation doesn’t succeed because people are foolish,” explains Clark. “It succeeds by exploiting predictable glitches in human psychology. Once we understand those glitches, we’re much harder to exploit.”

The presentation comes at a critical time when concerns about misinformation are growing worldwide. The proliferation of digital media platforms has created unprecedented opportunities for false information to spread quickly and widely, affecting everything from public health decisions to democratic processes.

Clark’s expertise spans several timely topics, including deepfake videos and AI-generated content, which represent cutting-edge challenges in the fight against misinformation. Deepfakes—highly convincing fake videos created using artificial intelligence—have become increasingly sophisticated and difficult to detect, raising concerns about their potential to mislead the public.

The rise of generative AI tools has further complicated the information landscape. These technologies can produce text, images, and other content that appears authentic but may contain fabrications or distortions. Clark’s research examines how these technological developments exploit human cognitive vulnerabilities.

What makes Clark’s approach particularly valuable is his focus on the universal psychological factors that make even well-informed, intelligent individuals susceptible to misinformation. Rather than simply blaming technology or political polarization, his work examines the fundamental cognitive processes that can lead anyone astray.

The event will not only analyze the problem but also offer practical strategies for individuals to become more discerning consumers of information. These skills have become increasingly essential as people navigate an increasingly complex media environment where distinguishing fact from fiction requires deliberate effort.

Sarum u3a, the organization hosting the talk, focuses on providing learning and social opportunities for people no longer in full-time employment. The group runs numerous interest-based activities and features monthly talks from professional speakers on diverse topics. Their mission to “learn, laugh and live” aligns well with Clark’s engaging approach to a serious subject.

The presentation will begin at 10am with coffee, creating an informal atmosphere for what promises to be a thought-provoking discussion. While primarily aimed at members, guests are welcome to attend up to two events before deciding whether to join the organization.

For those interested in attending, parking facilities are available behind the church, with additional parking in a car park across the main road.

This event represents part of a broader societal conversation about information literacy and critical thinking. As misinformation continues to challenge public discourse across multiple domains—from health and science to politics and current events—understanding the psychological factors that make false information persuasive has become increasingly important.

Clark’s expertise comes at a time when many educational institutions, media organizations, and civic groups are developing initiatives to strengthen public resilience against misinformation, recognizing that addressing this challenge requires both technological solutions and human skills.