2017-04: Why People Believe in Conspiracy Theories
Useful article by Mark Lorch on why people believe in conspiracy theories and how to try to change their minds. If you’re tempted to confront them with plain facts, think again. You may simply solicit the 'backfire effect' whereby the myth ends up becoming more memorable than the fact. Lorch notes that one of the most striking examples of this was seen in a study evaluating a ‘Myths and Facts’ flyer about flu vaccines. “Immediately after reading the flyer, participants accurately remembered the facts as facts and the myths as myths. But just 30 minutes later this had been completely turned on its head, with the myths being much more likely to be remembered as ‘facts’. The thinking is that merely mentioning the myths actually helps to reinforce them. And then as time passes you forget the context in which you heard the myth – in this case during a debunking – and are left with just the memory of the myth itself.”
To make matters worse, he argues "presenting corrective information to a group with firmly held beliefs can actually strengthen their view, despite the new information undermining it. New evidence creates inconsistencies in our beliefs and an associated emotional discomfort. But instead of modifying our belief we tend to invoke self-justification and even stronger dislike of opposing theories, which can make us more entrenched in our views. This has become known as the as the ‘boomerang effect’ – and it is a huge problem when trying to nudge people towards better behaviours."
So Professor Lorch asks “if you can’t rely on the facts how do you get people to bin their conspiracy theories or other irrational ideas?” What is needed is "literacy in the scientific method, such as analytical thinking. Most people will never do science, but ... citizens do need the skills to critically assess scientific claims." And to avoid the backfire effect, he advises “ignore the myths. Don’t even mention or acknowledge them. Just make the key points (for example)' vaccines are safe and reduce the chances of getting flu by between 50% and 60%,' full stop. Don’t mention the misconceptions, as they tend to be better remembered.”
One other suggestion is to use stories to make your point... People engage with narratives much more strongly than with argumentative or descriptive dialogues. “Stories link cause and effect making the conclusions that you want to present seem almost inevitable.”
Mark Lorch is Professor of Science Communication &
Chemistry at the University of Hull.










