Norbert Schwarz and colleagues have found that misinformation, especially when it fits with prior beliefs, is a powerful influence — even when the information is known to be untrue. To effectively counter misinformation, Schwarz says, “corrections need to tell people what’s true without repeating all the stuff that’s wrong. The more often people hear a false message, the more likely they are to believe it.” The research paper that reports these findings is [“Misinformation and Its Correction”](http://psi.sagepub.com/content/13/3/106.abstract).

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