From Scientific American:
"We are more likely to believe a statement if it confirms our preexisting beliefs, a phenomenon known as confirmation bias. Accepting a statement also requires less cognitive effort than rejecting it. Even simple traits such as language can affect acceptance: Studies have found that the way a statement is printed or voiced (or even the accent) can make those statements more believable. Misinformation is a human problem, not a liberal or conservative one"
"Misinformation is even more likely to travel and be amplified by the ongoing diversification of news sources and the rapid news cycle. Today, publishing news is as simple as clicking "send." This, combined with people's tendency to seek out information that confirms their beliefs, tends to magnify the effects of misinformation. Nyhan says that although a good dose of skepticism doesn't hurt while reading news stories, the onus to prevent misinformation should be on political pundits and journalists rather than readers. "If we all had to research every factual claim we were exposed to, we'd do nothing else"