Curiosity Weekly – “Online BS Fools Everyone, Even Experts”
Host: Dr. Samantha Yammine
Guest: Professor Timothy Caulfield, Health Law Institute, University of Alberta
Date: March 11, 2026

Episode Overview

This episode dives into the complexities of misinformation in our digital era—why online “BS” (misinformation and disinformation) fools not just the general public but experts as well. Dr. Samantha Yammine (Sam) welcomes Professor Timothy Caulfield, an expert in debunking pseudoscience, to unpack how social media, influencers, AI, and cognitive biases make it nearly impossible to escape misleading content. The episode also touches on the neuroscience behind procrastination and motivation, plus a science segment about artificial snow and its environmental impact.

Key Discussion Points and Insights

1. The Neuroscience of Procrastination and Motivation

(00:27 – 05:04)

• Why We Avoid Tasks:
  Sam reviews a Kyoto University study mapping the brain circuitry behind motivational hurdles and avoidance behavior.
• Experimental Details:
  • Monkeys performed computer tasks with two outcomes: a reward only or a reward plus a mildly unpleasant air puff.
  • Monkeys were less likely to start the task if it included the aversive air puff.
• Key Finding:
  • Disrupting the brain link between the ventral striatum and ventral pallidum made the monkeys less averse to starting tasks.
  • Clinical implication: Understanding this brain pathway could inform new treatments for conditions like depression, where motivation is lacking.
• Practical advice:
  • Reframe difficult tasks to feel less aversive—break them into smaller parts.
• Sam's anecdote:
  “I finally organized my closet because I decided to just start with the sock drawer, then tackle another drawer next weekend.” (04:09)

2. The Misinformation Minefield: An Interview with Prof. Timothy Caulfield

(06:24 – 24:19)

How Information is Consumed Today

• Information Overload:
  “There’s just so much information out there right now, it’s biologically impossible for us to sift through it in a critical manner.”
  — Prof. Caulfield, 07:57
• Speed of Consumption:
  Social media encourages speed, not reflection, compounding the problem.
• Echo Chambers & Identity:
  Online platforms tailor content to users’ beliefs, entrenching viewpoints and limiting exposure to diverse perspectives.
  “People may not even be exposed to what the actual science says on a topic, be it vaccines or climate change.” (09:54)

The Influence of AI and Deepfakes

• Rise of AI in Content Creation:
  AI is already responsible for more than half of online content; realistic AI text and deepfakes make distinguishing fact from fiction increasingly difficult. “It may fool other people, but. And the answer is no, you can’t. It’s becoming so incredibly, incredibly realistic.” (14:39)
• Preference for AI Content:
  Recent studies show people can’t differentiate between human and AI-written texts—and often prefer AI-generated content.

How Misinformation Manifests

• Search Results & Reviews:
  Businesses can “buy” top spots in search results for queries like “cancer cure.” Patients find manipulative online reviews for unproven foreign clinics. “We know research tells us that those kinds of reviews work. They really do make a difference.”
• No Correlation to Outcomes:
  “There’s absolutely no correlation between online reviews and actual health outcomes. One could argue it might be even an inverse relationship.” (16:50)

Celebrities & Influencers

• Celebrity-Driven Health Trends:
  The gluten-free trend is cited as largely a product of celebrity endorsement, not science.
• Testimonials and Stories:
  “They’re a story, right? And often they’re a compelling, good looking story. Stories, testimonials can sway our ability to think rationally.” (18:55)
• Positive and Negative Impacts:
  While celebrity influence can help normalize and support vital issues, it also spreads pseudoscience rapidly.

Illusory Truth Bias

• The Cognitive Trap:
  “The more you see something, the more likely you’ll think it’s true… You just say something absurd enough, it starts to feel a little bit real.”
  —Prof. Caulfield, 20:19
• The Need to Debunk:
  Persistent repetition of false claims can embed them in public consciousness, necessitating continual correction.

Practical Tips for Navigating Online Information

• Pause and Reflect:
  Even a brief pause before sharing content dramatically decreases the spread of misinformation.
  • “There’s been a body of research on this… Just pausing for a moment can make a difference. You’re less likely to fall for misinformation, less likely to share it.” (12:04)
  • “75% of the content online is shared without clicking through.” (12:54)
• Check Emotional Triggers:
  Advice from Kate Starbird, University of Washington: “If it feels like your team scored a touchdown, that should be a clue to pause, right, to reflect. And then of course, if it makes you angry…” (13:39)
• Trust in Expertise and Humility:
  “The value of expertise is increasing at the exact time that, you know, experts are being downplayed or mocked or marginalized.”
• Widespread Gullibility:
  Even experts get fooled. Prof. Caulfield self-reports a personal list of times he’s fallen for misinformation.

How Common Is Falling for Misinformation?

(23:31)

• 60% of fitness videos: misleading or misinformed
• 80–85% of cancer cure videos: problematic
• Only 2% of nutrition content online: based on good science
• 50% of cancer books: misleading “The misinformation is absolutely everywhere. It’s almost become the norm.” (23:55)

3. Science Explainer: Artificial Snow

(27:26 – 30:53)

• How It Works:
  Water drawn from local sources is sprayed through snow guns using either compressed air or fans; droplets freeze and form dense, icy snow—unlike natural, fluffy snow.
• Environmental Impact:
  • Requires hundreds of thousands of gallons per acre per season—stress on local water resources
  • Can alter soil conditions and affect native ecosystems
  • Significant energy cost: One year of snowmaking for Canadian ski resorts uses energy equivalent to 17,000 homes
  • CO2 emissions are comparable to what 155,000 acres of forest would absorb in a year
• Takeaway Message:
  “By prioritizing sustainable practices, ski resorts can pave the way for a more eco-friendly future in Alpine recreation.”

Memorable Quotes & Moments

• On the futility of distinguishing AI from reality:
  “Six months ago is the stone age for AI, and in six months from now is the future.”
  —Prof. Caulfield, 14:39
• On sharing online content impulsively:
  “Our information environment is created by our emotional gut response to information.”
  —Prof. Caulfield, 13:13
• On the illusion of authority in the digital age:
  “The role of the expert has become more important—not less important—at the exact time that experts are being downplayed or mocked or marginalized.”
  —Prof. Caulfield, 22:25
• On why we must keep debunking:
  “If it’s out there and it’s making noise, people can start to believe it.”
  —Prof. Caulfield, 20:46

Notable Timestamps

• Motivation and procrastination neuroscience | 01:27–05:04
• Interview with Prof. Timothy Caulfield begins | 07:46
• Information overload & echo chambers | 07:57–09:54
• AI’s rise and indistinguishable content | 11:21–14:39
• Online reviews & health misinformation | 15:51–17:56
• Celebrity-driven health myths & illusory truth bias | 18:07–20:19
• Practical tips for identifying BS | 21:04–22:53
• Stats on prevalence of misinformation | 23:31–24:04
• Artificial snow explainer | 27:26–30:53

Final Takeaways

• Misinformation is pervasive, accelerated by social media, AI, and human cognitive biases—including among experts.
• Slowing down and pausing—even for a moment—before sharing or acting on information is a crucial, research-backed step.
• Trusted expertise matters more than ever, but is simultaneously devalued by current digital norms.
• Celebrity stories and familiar refrains (illusory truth) are especially persuasive—awareness is your defense.
• Environmental solutions in science and technology (like snowmaking) need to account for broad, unintended impacts.

For further insights, check out Prof. Caulfield’s book, “The Certainty Illusion: What You Don’t Know and Why It Matters.”