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This might seem shocking in comparison with transmission chain research that discovered, on the contrary, that a narrative with detrimental content material had an advantage when it comes to likelihood to unfold and to not be distorted (Bebbington et al., 2017 ). This detrimental bias, by way of favoring consideration and memorization, has been confirmed in several experiments, and there are evolutionary causes to assume that detrimental data must be extra salient than constructive one (Fessler et al., 2014 ). One approach to reconcile these findings with the results of Berger and Milkman ( 2012 ) may be indeed to think about that they studied a paradigmatic case of digitally-mediated preservative transmission, whereas the findings supporting the significance of a damaging bias come from instances of reconstructive transmission, or simply related to recall.