Bite-size: Do you know that when we see, read, or hear something we assume it is true by default? We do this to save mental effort.
This cognitive bias is called the Truth-Default Theory and it’s important for marketers to understand when crafting their messages, especially in this age of misinformation and distrust.
Full-size:
One reason why misinformation takes hold in the first place is because of the Truth-Default Theory. The belief is that humans are psychologically predisposed to assume truth. From an evolutionary perspective, this makes sense: constant skepticism would be exhausting and impractical so assuming truth allows us to function efficiently. While it enables smoother social interaction, it makes us vulnerable to deception. And with the burning of mistrust amid the swirl of misinformation, this is NOT good for marketing communication.
Sure some cues/triggers lead to doubt (e.g., inconsistencies, contradictions), but when the audience is in a truth-default state, more complex and misleading explanations are even less likely to evaluate the message critically. This can perpetuate misunderstandings or even misinformation.
This is a cognitive bias but the implications for communication (looking at you marketers) when crafting a message make sure to keep things clear and simple upfront (short term), while building trust and encouraging critical engagement (e.g., clear evidence, transparency) to evaluate your message which fosters a deeper connection.