1) The idea that people want to read things that confirm their existing beliefs rather than contradict them so they read what they want to believe. 2) Readers don't read the full story, just the headline and then share it. 3) When people see stories repeated online, it makes them believe it's legitimate. 4) Readers see legitimate related stories so think the main story is also legitimate. 5) Readers don't check whether the source is reliable.

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