Richard Hawkins Director Busting myths A practical guide Richard Hawkins Director

Why mythbusting matters False beliefs influence how people think things ought to be. For example, when asked in 2010, Brits on average thought 32% of the population was foreign-born (the actual figure is 11%). Brits who thought immigration was higher were more negative about it and the more likely to think it is a big problem for the UK. (Transatlantic Immigration Survey, 2011) Causality issue.

Why we believe myths 1 We’re not rational. Touching money makes us more likely to tolerate inequality (Caruso et. al., 2013) Judges are less likely to give prisoners parole the longer it’s been since a food break (Danziger & Pesso, 2011) We’re more likely to say we believe in climate change if we’re in a room with a dead plant (Guéguen, 2012) Lots of other examples like this.

We all do this.

We all do this.

Why we believe myths 2 We protect our existing identity. If the facts don’t fit our values or identity they tend to simply bounce off (Lakoff, 2011) We view (or filter) reality through the spectacles of our beliefs, attitudes and values. (Myers, D.) We all do this.

It’s not enough to know what people think, it’s essential to know how they think as well. Otherwise, busting myths can actually end up reinforcing them!

Recommendations 1. Be nice

People are more open to changing their minds if they feel positive. A message is more likely to change our minds if we’re first asked to think about an important relationship or belief.(Cohen et. al. 2000) Thinking about kindness does the same. (Cohen, 2012) People are more supportive of policies they believe will make society nicer or kinder, than those that’ll make it richer or more technologically advanced. (Bain et. al. 2013)

Recommendations 1. Be nice 2. Avoid loss and threat messages

If people feel threatened or afraid, all sorts of bad things happen. Shift towards authoritarianism, social dominance, security and militarism. (Sheldon & Kasser, 2008) The same happens if people think society will become a more threatening place in the future. (Duckett & Fisher, 2003) Try to avoid frightening or guilt-tripping people.

Recommendations 1. Be nice 2. Avoid loss and threat messages 3. Try not to directly repeat the myth

Repetition is key to the strength of myths The more we hear something the more we tend to think it’s true (Allport & Lepkin, 1943) Sometimes even if we hear the thing in the negative! (Schwarz et. al., 2007) So avoid directly repeating the core of the myth.

Recommendations 1. Be nice 2. Avoid loss and threat messages 3. Try not to directly repeat the myth 4. Fill the gap you’ve created

Avoid the “No smoke without fire” bias If someone doesn’t have an explanation for a myth, they’re more likely to fall back on the myth again. So try and provide an alternative explanation to the myth, as well as a reason why it was used in the first place.

Recommendations 1. Be nice 2. Avoid loss and threat messages 3. Try not to directly repeat the myth 4. Fill the gap you’ve created 5. Be careful with language

Language can have unintended consequences Language is linked to the way we think – as a result of our experience of the world and how we understand it. Try to avoid self-interested political and economic language, i.e. consumer, taxpayers money, hard-working families etc. It goes deeper than the dictionary definition!

Consumer vs. Citizen Bauer et. al. (2012) People framed as Consumers or Citizens/People. Consumer framing led to: Increased competitiveness and selfishness in resource management scenario Lower levels of trust in other participants Decreased social behaviour Stronger association with materialism Increased feelings of anxiety

Consumer vs. Citizen Incidence of terms in The Times, 1950-2006

Recommendations 1. Be nice 2. Avoid loss and threat messages 3. Try not to directly repeat the myth 4. Fill the gap you’ve created 5. Be careful with language 6. Keep it simple, stick to core arguments

People have a natural preference for simplicity and coherence. Try and avoid long, complex counter-arguments. (Chater & Vitanyi, 2003) Even if a myth is so ridiculous there are multiple ways of busting it, stick to the simple core. And make it memorable!

Recommendations 1. Be nice 2. Avoid loss and threat messages 3. Try not to directly repeat the myth 4. Fill the gap you’ve created 5. Be careful with language 6. Keep it simple, stick to core arguments 7. Use graphs where possible

Visual cues can often be more persuasive than words alone Visual cues can often be more persuasive than words alone. (Nyhan & Reifler, 2011)

Recommendations 1. Be nice 2. Avoid loss and threat messages 3. Try not to directly repeat the myth 4. Fill the gap you’ve created 5. Be careful with language 6. Keep it simple, stick core arguments 7. Use graphs where possible 8. Focus on the undecided

Mythbusting probably reaches its limits with strong believers. So remember to focus on the undecided as well. The other people that are part of the discussion, the group or the audience.

Recommendations 1. Be nice 2. Avoid loss and threat messages 3. Try not to directly repeat the myth 4. Fill the gap you’ve created 5. Be careful with language 6. Keep it simple, stick to core arguments 7. Use graphs where possible 8. Focus on the undecided 9. Speak up!

The worst thing you can do is stay silent! Accusations or assertions met with silence are more likely to feel true. (Ferrin et. al., 2007) So, if in doubt, speak up!

Recommendations Be nice, engage positive emotions Avoid loss and threat messages Try not to directly repeat the myth Fill the myth gap you create Be careful with self-interested language Keep it simple, stick to core arguments Use graphs where possible Focus on the undecided Speak up!

Thanks. valuesandframes.org rich@pirc.info