Why people believe misinformation even when they are told the facts

Factchecking is seen as a go-to method for tackling the spread of false information, but it often fails when used in isolation. Research suggests that misinformation is not just a content problem, but an emotional and structural one, writes Kelly Fincham

People share false claims to signal in-group allegiance, a phenomenon researchers describe as 'identity-based motivation'.

When you spot false or misleading information online, or in a family group chat, how do you respond? For many people, their first impulse is to factcheck — reply with statistics, make a debunking post on social media or point people towards trustworthy sources.

Factchecking is seen as a go-to method for tackling the spread of false information. But it is notoriously difficult to correct misinformation.