Stop the ****ing presses.
A 2008 study in the Journal of Experimental Social Psychology found that people are more likely to continue believing incorrect information if it makes them look good (enhances self-image). For example, if an individual has become known in her community for purporting that vaccines cause autism, she might build her self-identity as someone who helps prevent autism by helping other parents avoid vaccination. Admitting that the original study linking autism to the MMR (measles–mumps–rubella) vaccine was ultimately deemed fraudulent would make her look bad (diminish her self-concept).
In this circumstance, it is easier to continue believing that autism and vaccines are linked, according to Dartmouth College political science researcher Brendan Nyhan. “It’s threatening to admit that you’re wrong,” he says. “It’s threatening to your self-concept and your worldview.” It’s why, Nyhan says, so many examples of misinformation are from issues that dramatically affect our lives and how we live.