Why we're seduced by conspiracy theories

From unsolved murders to secret global alliances, history is rife with alternative belief systems. Following the death of Erich von Däniken, who claimed aliens built the pyramids, behavioural scientist NUALA G WALSH on the dangerous allure a compelling counter-narrative

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ID extraterrestrial visitors really help ancient civilisations build monuments like the Egyptian pyramids?

That may seem far fetched. But in 1968, Erich von Däniken's nonfiction book Chariots of the Gods? became a global bestseller, selling an instant 700,000 copies. He tapped into something distinctly human: the need for explanation, especially in times of uncertainty.

Nearly 60 years later, following his recent death at the age of 90, his premise that official explanations are inadequate fuels the raging conspiracies we hear today.

Von Däniken invited people to entertain a radically alternative view. It contained a simple hook “that’s not what really happened”. Modern theories have a similar lure, paving the way for popular claims like 5G towers as mind control tools, described by Michael Gove as “dangerous nonsense”.

Narratives of unofficial plots by governments, institutions, or corporations flourish when official explanations fall short - or when the public suspects a different truth. Today’s rising distrust, political polarisation, and scientific complexity offer perfect conditions for conspiracy thinking.

But this doesn’t explain scale. It’s not that people are more gullible; technology just makes belief easier. The virality of AI and deepfakes accelerates the path to belief. Social media platforms then reward sensationalism over accuracy. It’s why sustained conspiracy theories like 9/11 as an inside job travel faster and stick longer than fake news nuggets like Obama’s birthplace which are more one-off.

It’s essential to understand the dual ecosystem: the minds of those who create these narratives and those who consume them.

Despite increased awareness and extensive research into misinformation, up to a third of people globally endorse at least one conspiracy theory. They’re enthusiastically drawn in. But why?