http://www.defenseone.com/technology...nation/136417/

Why Fake News Spreads: A Neurological Explanation

Recent research into the roots of persuasion in the brain yields some important clues about how people are convinced to propagate news that is not true or poorly sourced. Bottom line: fake news appeals directly to the portions of the brain associated with social acceptance. Activity from those regions has a bigger effect on decision-making than logical argument — like some snobby East Coast news outlet trying to tell you “true” things.