To debunk a myth, you often have to mention it - otherwise, how will people know what you’re talking about? However, this makes people more familiar with the myth and hence more likely to accept it as true. Does this mean debunking a myth might actually reinforce it in people’s minds?
To test for this backfire effect, people were shown a flyer that debunked common myths about flu vaccines.1 Afterwards, they were asked to separate the myths from the facts. When asked immediately after reading the flyer, people successfully identified the myths. However, when queried 30 minutes after reading the flyer, some people actually scored worse after reading the flyer. The debunking reinforced the myths.
Hence the backfire effect is real. The driving force is the fact that familiarity increases the chances of accepting information as true. Immediately after reading the flyer, people remembered the details that debunked the myth and successfully identified the myths. As time passed, however, the memory of the details faded and all people remembered was the myth without the “tag” that identified it as false. This effect is particularly strong in older adults because their memories are more vulnerable to forgetting of details.
Cont.