The less effort it takes to process a factual claim, the more accurate it seems. When we fluidly and frictionlessly absorb a piece of information, one that perhaps snaps neatly onto our existing belief structures, we are filled with a sense of comfort, familiarity, and trust. The information strikes us as credible, and we are more likely to affirm it – whether or not we should.
By The science of truthiness, which also helps explain the psychology of why we have such a hard time changing our minds, also known as "the backfire effect."
"I was about to leave for work the other day, so I stopped in her room to wake her up. And the first thing she said was: ‘Dad, I need a surprise.’ I said: ‘You need a what?’ She said: ‘I need a surprise.’ So I ran to the store and got her a doll, brought it to her, and went to work.”