Confirmation bias is when people only believe information that reinforces what they already believe. For example, vaccine opponents may only believe information about vaccines being unsafe, and will reject any contrary information or facts.

Confirmation bias is one reason people find it hard to let go of their belief in misinformation. Misinformed people often trust virtual or online sources, such as social media or podcasts. However, misinformation is increasingly coming from state and federal government agencies.

Overcoming confirmation bias to loosen a misinformed person’s grip on misinformation can happen if trusted messengers (particularly people they know), present them with alternative views. Cognitive dissonance occurs when misinformed people consider those alternatives. The cognitive conflict (or dissonance) can be resolved over time by their choosing one alternative over another.

A trusted messenger’s goal is to guide a misinformed friend or relative toward factual reality and away from misinformation or disinformation.[i] This process can be assisted and accelerated by bringing, in addition, trusted messengers who add nuance and new contexts to the reality side of the cognitive dissonance. One aspect of misinformation that trusted messengers can present is the motivations and incentives underlying those spreading misinformation, which are often profit, political advantage, or other gains.

An ongoing, high-profile area of misinformation in the United States involves vaccines—how they are developed, approved for use, and recommended by the U.S. government. The current leadership of the federal public health agencies (e.g., Centers for Disease Control and Prevention and Food and Drug........

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