Fake news is everywhere, but why we believe it is still unclear. Drawing on neuroeconomics research in an Opinion published February 20th in the journal Trends in Cognitive Sciences, psychologists suggest that valuing our identity more than our accuracy is what leads us to accept incorrect information that aligns with our political party’s beliefs. This value discrepancy, they say, can explain why high-quality news sources are no longer enough—and understanding it can help us find better strategies to bridge the political divide.