Why people keep falling for viral hoaxes

Ars Technica:

When confronted with new information, humans don’t always do the logical thing and evaluate it on its own merits, Phillips says. Instead, we often make snap decisions based on how the information adheres with our existing worldviews.

If the story pushed by a meme or hoax fits in a way that feels like a coherent narrative to a critical mass of people, it’s game over, says Phillips.