As a result of these shifts in perception, problems arise when a headline is ever so slightly misleading. “Air pollution now leading cause of lung cancer,” ran a headline last year in the U.K. paper Daily Express. The article, however, said no such thing, or, rather, not exactly. Instead, it reported that pollution was a leading “environmental” cause; other causes, like smoking, are still the main culprits. It is easy to understand a decision to run that sort of opening. Caveats don’t fit in single columns, and, once people are intrigued enough to read the story, they’ll get to the nuances just the same. But, as it turns out, reading the piece may not be enough to correct the headline’s misdirection. It’s these sorts of misleading maneuvers that Ullrich Ecker, a psychologist and cognitive neuroscientist at the University of Western Australia, was pondering when he decided to test how slight—and slightly misleading—shifts in headlines can affect reading. In Ecker’s prior work, he had looked at explicit misinformation: when information that’s biased influences you, no matter what you’re subsequently told. This time around, he wanted to see how nuance and slight misdirection would work.
