But bursting mythical bubbles can also backfire. The first problem is that people are easily persuaded by things they hear more often. “The mere repetition of a myth leads people to believe it to be more true,”
unfortunately, our brains don’t remember myths in a very helpful way. “There’s a lot of research that tells us people have a hard time remembering negations,” says Stephan Lewandowsky, a cognitive scientist at the University of Bristol in England. We remember myths not as myths, but rather as statements that are additionally tagged as “false.” So instead of remembering “cheese is nothing like crack,” our brains remember “cheese is like crack (false).” As our memories fade, the qualifier on the statement may fade too
Peter says the results suggest that when presenting readers with new information, “try to avoid repeating false information,” since that may be what remains in people’s minds. And in some situations, Peter says, asking readers for their opinion or getting them to form an opinion as they read might help them distinguish between what is truth and what is myth.
Link to paper (paywalled unfortunately) :
Paper summarized here: