Contributed by Dr. Gleb Tsipursky, catastrophe avoidance professional, speaker and creator. 

Everytime you hear one thing repeated, it feels extra true whenever you hear it repeated. In different phrases, repetition makes any assertion appear extra true. So something you hear will really feel extra true every time you hear it once more.

Do you see what I did there? Every of the three sentences above conveyed the identical message. But every time you learn the subsequent sentence, it felt an increasing number of true. Cognitive neuroscientists like myself name this the “illusory truth effect.”

Return and recall your expertise studying the primary sentence. It in all probability felt unusual and disconcerting, maybe with a tone of shock, as in “I don’t imagine issues extra in the event that they’re repeated!”

Studying the second sentence didn’t encourage such a robust response. Your response to the third sentence was tame by comparability.

Why? Due to a phenomenon referred to as “cognitive fluency,” which means how simply we course of info. A lot of our vulnerability to deception in all areas of life—together with misinformation—revolves round cognitive fluency in a technique or one other.

Now take into consideration how rumors unfold in your group’s grapevine. It really works on the identical precept. Staff hear a rumor—say, a few proposed headquarters transfer, similar to Elon Musk’s recent move of Tesla’s headquarters to Texas. It feeds into their fears, which is a really cognitively fluid a part of our thoughts.

They repeat the rumor, and it goes round, after which they hold listening to it from others. It begins to look an increasing number of true, no matter actuality. Earlier than it, those that need to keep the place they’re on the lookout for one other job, regardless that you would possibly by no means have meant to maneuver your headquarters!

Luckily, we will learn about these mental errors, which helps us deal with misinformation and make our workplaces extra truthful.

The lazy mind

Our brains are lazy. The extra effort it takes to course of info, the extra uncomfortable we really feel about it and the extra we dislike and mistrust it.

In contrast, the extra we like sure knowledge and are comfy with it, the extra we really feel that it’s correct. This intuitive feeling in our intestine is what we use to evaluate what’s true and false.

But regardless of how usually you heard that it is best to belief your intestine and observe your instinct, that recommendation is improper. You need to not trust your gut when evaluating info the place you don’t have expert-level knowledge, at the very least whenever you don’t need to screw up. Structured info gathering and decision-making processes help us avoid the quite a few errors we make after we observe our instinct. And even consultants could make serious errors once they don’t depend on such choice aids.

These errors occur as a consequence of psychological errors that students name “cognitive biases.” The illusory fact impact is one among these psychological blindspots; there are over 100 altogether. These psychological blindspots affect all areas of our life, from health and politics to relationships and even buying.

Thus, to keep away from disastrous gut-based choices, we have to use efficient decision-making and danger administration strategies to pick the perfect choices. That applies to enterprise and different life areas. For instance, in buying, we will use a choice help reminiscent of this website that reduces our decisions to the highest 10 choices in order that we take note of the absolute best decisions, somewhat than being caught by an efficient advertising and marketing message.

Different necessary cognitive biases

In addition to illusory fact, what are another cognitive biases that you must watch out for to guard your group from misinformation? In case you’ve heard of any cognitive biases, you’ve seemingly heard of the “confirmation bias.” That refers to our tendency to search for and interpret info in ways in which conform to our prior beliefs, intuitions, emotions, needs and preferences, versus the information.

Once more, cognitive fluency deserves blame. It’s a lot simpler to construct neural pathways to info that we already possess—particularly when we’ve sturdy feelings aroung that info. It’s way more tough to interrupt well-established neural pathways if we have to change our thoughts primarily based on new info. Consequently, we as an alternative search for info that’s simple to just accept, that matches our prior beliefs. In flip, we ignore and even actively reject info that doesn’t match our beliefs.

Furthermore, the extra educated we’re, the extra seemingly we’re to interact in such energetic rejection. In spite of everything, our smarts give us extra methods of arguing towards new info that counters our beliefs. That’s why research demonstrates that the extra educated you’re, the extra polarized your beliefs might be round scientific points which have spiritual or political worth overtones, reminiscent of stem cell analysis, human evolution and local weather change.

The place would possibly you and your crew be letting your smarts get in the way in which of the information?

Our minds wish to interpret the world via tales, which means explanatory narratives that hyperlink trigger and impact in a transparent and easy method. Such tales are a balm to our cognitive fluency, as our thoughts consistently seems for patterns that designate the world round us in an easy-to-process method.

That results in the “narrative fallacy,” the place we fall for convincing-sounding narratives whatever the information, particularly if the story matches our predispositions and our feelings.

You ever surprise why politicians inform so many tales? What concerning the commercials you see on TV or video commercials on web sites, which inform very fast visible tales? How about salespeople or fundraisers? Certain, typically they cite statistics and scientific reviews, however they spend a lot, way more time telling tales: easy, clear, compelling narratives that appear to make sense and tug at our heartstrings.

Now, right here’s one thing that’s really true: The world doesn’t make sense. The world will not be easy, clear and compelling. The world is complicated, complicated and contradictory. Beware of easy tales! Search for complicated, complicated and contradictory scientific reviews and high-quality statistics: They’re more likely to include the reality than the easy-to-process tales.

Fixing our brains

Sadly, data solely weakly protects us from cognitive biases; it’s necessary, however removed from ample.

What can we do? You need to use decision-aid methods to handle cognitive biases to defend your organization from misinformation.

One of the vital efficient methods is to assist your staff and your self construct up a behavior of robotically considering alternative possibilities to any declare you hear, particularly claims that really feel comfy to you. Since our lazy mind’s default setting is to keep away from questioning claims, which requires laborious considering, it actually helps to develop a psychological follow of going towards this default. Be especially suspicious of repeated claims that make you’re feeling comfy with none extra proof, which play on the illusory fact impact and the affirmation bias mixed.

One other effective strategy includes cultivating a psychological behavior of questioning tales specifically. Everytime you hear a narrative, the mind goes right into a listening and accepting mode. Do not forget that it’s very simple to cherry-pick tales to help no matter place the narrator needs to advance. As a substitute, search for thorough laborious numbers, statistical proof and peer-reviewed analysis to help claims.

Extra broadly, you may encourage staff to make a private dedication to the 12 truth-oriented behaviors of the Professional-Reality Pledge by signing the pledge at ProTruthPledge.org. All of those behaviors stem from cognitive neuroscience and behavioral economics analysis within the subject referred to as debiasing, which refers to counterintuitive, uncomfortable, but effective strategies to protect yourself from cognitive biases. Peer-reviewed analysis has proven that taking the Professional-Reality Pledge is efficient for altering folks’s habits to be extra truthful, each in their very own statements and in interactions with others.

These fast psychological habits will deal with essentially the most essentially flawed facets of our thoughts’s tendency to just accept misinformation.

As CEO of Disaster Avoidance Experts, Dr. Gleb Tsipursky is on a mission to guard entrepreneurs from harmful judgment errors often called cognitive biases by creating the simplest decision-making methods. His latest e-book is Adapt and Plan for the New Abnormal of the COVID-19 Coronavirus Pandemic (2020).