Why urban legends are more powerful than ever

Have you heard the one about the guy who went on holiday to Bolivia? You know, he went on a night out and randomly woke up in an ice-filled bathtub after someone had removed his kidney and harvested it for sale.

This is why some urban legends go viral

Urban legends get around, but we don't really understand why. We conducted a study to explain how misinformation spreads surprisingly fast and why people feel compelled to share it.