Why we remember the source of an opinion better than the source of a fact – new research

By Daniel Mirny, Assistant Professor of Marketing, IESE Business School (Universidad de Navarra)

In public discourse, we spend a great deal of collective energy debating the accuracy of facts. We fact-check politicians, monitor social media for misinformation, and prioritise data-driven decision-making in our workplaces. This focus is vital; the distinction between truth and falsehood is the bedrock of a functioning society.

However, by focusing so intently on factual accuracy, we risk overlooking another fundamental distinction: the difference between a fact and an opinion.

A statement of fact is relatively easy to verify: it is either true or not. But a claim’s objectivity…

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