Dan Ariely Reveals What Leads Rational People to Irrational Beliefs: 'Even I Am Not Immune'

Behavioral economist and author Dan Ariely, known for his book "Misbelief," shared insights into the psychological mechanisms that lead rational individuals to embrace irrational beliefs. Ariely, who experienced firsthand being accused of spreading COVID-19 and being part of the Illuminati, channeled his initial anger and subsequent curiosity into understanding this phenomenon.

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My first reaction was anger, but as a researcher, the second reaction was curiosity. Who are these people? How can seemingly reasonable people start believing such things? And how can they start believing such things about me?

"My first reaction was anger, but as a researcher, the second reaction was curiosity," Ariely told Večernji list. "Who are these people? How can seemingly reasonable people start believing such things? And how can they start believing such things about me?" He realized that misbelief is not a flaw of a few malicious individuals but a shared human vulnerability that emerges under specific circumstances. His book aims to map this "vortex" with empathy rather than disdain.

Ariely identifies several forces that pull people into conspiracy theories, often beginning with stress – a painful event that creates a feeling of lost control. This emotional trigger is followed by the mind's craving for a narrative; the idea of a malevolent actor intentionally causing harm can be more comforting than the randomness of events. Personality traits, such as a strong need for security or past experiences of betrayal, also play a role. Finally, social elements solidify these beliefs, as leaving a community built around shared convictions means losing friends.

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Misbelief is not a flaw of a few malicious individuals but a shared human vulnerability that emerges under specific circumstances.

The best defense, according to Ariely, is self-awareness: recognizing personal stress and the need for security. He advises staying connected with people who hold different views and maintaining skepticism toward explanations that evoke a strong sense of being "completely right" while simultaneously feeling "under attack." Ariely noted that writing the book involved years of research, evolving understanding, and personal reflection, emphasizing the deeply human aspect of navigating these complex beliefs.

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The best defense from that vortex is to recognize in yourself the stress and the need for security, to stay connected with people who think differently from you, and to be suspicious of any explanation that simultaneously makes you feel that you are completely right and that you are under attack.