We live in an era where information—and misinformation—travels at the speed of a scroll. Whether it’s the enduring skepticism surrounding the 1969 moon landing, bizarre theories about pop stars being replaced by body doubles, or deeply polarizing political narratives, conspiracy theories have moved from the fringes of the internet to the center of our daily discourse. But why do some people simply “scroll past” these wild claims while others become deeply committed, or even radicalized, by them? Recent research from the University of Pennsylvania’s Annenberg Public Policy Center provides a much-needed lens through which to view this phenomenon, suggesting that it isn’t just what someone believes, but how they hold that belief that dictates whether they will actually take action on it.
According to researchers, the bridge between a thought and a behavior is built on three pillars: certainty, personal importance, and actionability. It turns out that two people can believe the exact same conspiracy theory, but if one person views that belief as a central, undeniable pillar of their life while the other holds it as a fleeting or abstract suspicion, their real-world actions will look entirely different. A belief becomes “actionable” when a person perceives it as a guide for their decision-making. If they believe a conspiracy theory is not just “true” but also an urgent mandate for how to live, vote, or protect themselves, that is when the theory transitions from a mental curiosity into a catalyst for concrete, often disruptive, behavior.
It is a common mistake to view conspiracy theorists merely as “simple-minded” or mentally unwell, a stereotype frequently perpetuated by pop culture. However, psychologists emphasize that this portrait is both inaccurate and unhelpful. Many people who gravitate toward these theories are actually searching for a sense of control, belonging, or explanation in an environment that feels increasingly chaotic or threatening. For these individuals, subscribing to a hidden narrative can fulfill deep-seated motivational needs. It allows them to make sense of personal distress or societal shifts. By dismissing these individuals as irrational, we ignore the underlying human desire for order—a desire that both conspiracy theorists and skeptics share.
The consequences of this behavioral shift are far from trivial, particularly when they intersect with public health and safety. We’ve seen this vividly in the wake of the pandemic, where misinformation regarding vaccine safety led to hesitation and real-world health outcomes that negatively impacted communities. When someone becomes entirely convinced that a life-saving medical advancement is actually a tool for harm, their “actionable” belief stops them from seeking care. The tragedy here is not just that misinformation exists, but that it successfully weaponizes human psychology to override scientific consensus, influencing people to act in ways that are detrimental to their own wellbeing and the health of those around them.
The takeaway from these new studies is a sobering one: simply fact-checking or aggressive debunking is rarely enough to change a mind. Because these beliefs are often tied to identity, community, and emotional necessity, presenting someone with a dry list of statistics (“The moon landing was real,” or “Vaccines save lives”) can often feel like an attack on their personal paradigm rather than a helpful correction. The researchers suggest that if we want to combat the real-world harm caused by conspiracy theories, we must move beyond the surface-level facts and start addressing the psychological “quality” of a belief. We have to understand why a specific claim holds such power for an individual before we can hope to dismantle its influence.
Ultimately, navigating a world filled with conflicting narratives requires a healthy dose of empathy alongside our healthy dose of skepticism. If we are to bridge the divides in our society, we need to recognize that the impulse to find meaning—even in the wrong places—is a human one. Addressing the influence of conspiracy theories will require us to look past the “what” and engage with the “why.” By understanding that these beliefs are shaped by certainty and the need for purpose, we can develop more effective, human-centered approaches to communication, helping people find objective truth without feeling like they are losing the sense of security they have been so desperately searching for.