Why Do We Fall for Fake News? Psychologist Explains

In a digital era where misinformation spreads at unprecedented rates, the psychology behind why we fall for fake news has become an increasingly vital area of study. Researchers at UC San Diego have been examining the cognitive and emotional factors that make humans susceptible to false information, revealing insights that could help combat this pervasive problem.

Dr. Gail Heyman, a professor of psychology at UC San Diego, explains that our vulnerability to misinformation stems from several fundamental aspects of human cognition. “People tend to believe information that aligns with their existing views,” she notes. “This confirmation bias acts like a filter, making us more likely to accept claims that support what we already think and to scrutinize or dismiss those that challenge our beliefs.”

The research highlights how our brains are naturally wired to take cognitive shortcuts when processing information. These mental shortcuts, or heuristics, help us manage the overwhelming amount of information we encounter daily but can lead us astray when evaluating news sources.

Social influence also plays a crucial role in our susceptibility to fake news. When information comes from people we trust or identify with, we’re more likely to accept it without question. This tribal mentality has been amplified by social media platforms, where information is often shared within echo chambers of like-minded individuals.

“The social component is powerful,” says Heyman. “We’re social creatures who rely heavily on trusted others for information about the world. This tendency served us well throughout human history but can backfire in the current media landscape.”

Emotional responses further complicate our ability to discern fact from fiction. Content that triggers strong emotions—particularly fear, outrage, or amusement—tends to capture our attention and bypass our critical thinking faculties. Headlines designed to provoke emotional reactions often spread faster than more measured, factual reporting.

The problem has been exacerbated by the changing media ecosystem. Traditional gatekeepers of information have been replaced by algorithms that prioritize engagement over accuracy. This shift has created an environment where sensational falsehoods can outperform nuanced truths in the battle for attention.

UC San Diego’s research also points to the role of cognitive load in our vulnerability. When people are busy, stressed, or distracted—common states in modern life—they’re less likely to engage in the effortful thinking required to evaluate claims critically.

“Most people don’t have the time or energy to fact-check everything they read,” explains Heyman. “We’re constantly making split-second decisions about what to believe, often based on superficial cues like how professional a website looks or whether a claim feels intuitively right.”

Educational background and digital literacy skills significantly impact one’s ability to identify misinformation. Those with training in critical thinking and media literacy tend to be more adept at spotting fake news. However, the researchers emphasize that no one is immune—even experts can be fooled by well-crafted misinformation in fields outside their expertise.

The consequences of widespread misinformation extend beyond individual beliefs, potentially undermining public health initiatives, democratic processes, and social cohesion. During the COVID-19 pandemic, for instance, false claims about treatments and vaccines contributed to hesitancy that had measurable public health impacts.

The UC San Diego team suggests several strategies for combating vulnerability to fake news. These include developing a habit of checking multiple sources, being aware of one’s emotional responses to content, and practicing “motivated skepticism”—being particularly careful when encountering information that confirms existing beliefs.

Media literacy programs in schools and public awareness campaigns represent important systemic approaches. Technology companies are also exploring solutions, from labeling potentially misleading content to adjusting algorithms to reduce the spread of false information.

As digital information continues to proliferate, understanding the psychological mechanisms that make us vulnerable to misinformation will remain critical. By recognizing these innate tendencies, individuals can develop more effective defenses against the tide of fake news that threatens to distort our shared reality.