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Citizens’ Expectations on Brexit Outcomes: ‘Fact’ Transmission and Persuasive Power in a Digital World


This collaborative project between the Neuropolitics Research Lab (NRlabs), at the University of Edinburgh and Full Fact, the UK’s independent fact-checking organization, employed neuroscientific, psychological and behavioural insights to help us to understand what made Brexit-related claims spread on digital platforms. The project aimed get ‘under the hood’ of citizens’ expectations in relation to ongoing Brexit developments. It shed light on how expectations about Brexit and its outcomes were influenced by the presentation of ‘facts’ and ‘counterfacts’ on digital platforms, and how the most effective and accurate digital communication to citizens of accurate information in relation to the Brexit process and its potential outcomes could be achieved.

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