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Fake news on social media has large, negative implications for society.However, little is known about what linguistic cues make people fall for fakenews and, hence, how to design effective countermeasures for social media. Inthis study, we seek to understand which linguistic cues make people fall forfake news. Linguistic cues (e.g., adverbs, personal pronouns, positive emotionwords, negative emotion words) are important characteristics of any text andalso affect how people process real vs. fake news. Specifically, we compare therole of linguistic cues across both cognitive processing (related to carefulthinking) and affective processing (related to unconscious automaticevaluations). To this end, we performed a within-subject experiment where wecollected neurophysiological measurements of 42 subjects while these read asample of 40 real and fake news articles. During our experiment, we measuredcognitive processing through eye fixations, and affective processing in situthrough heart rate variability. We find that users engage more in cognitiveprocessing for longer fake news articles, while affective processing is morepronounced for fake news written in analytic words. To the best of ourknowledge, this is the first work studying the role of linguistic cues in fakenews processing. Altogether, our findings have important implications fordesigning online platforms that encourage users to engage in careful thinkingand thus prevent them from falling for fake news.

Which linguistic cues make people fall for fake news? A comparison of cognitive and affective processing