Time is the fire in which message effects burn: Decay and sustenance of correction effects over time

Abstract The rapid dissemination of misinformation has raised concerns about its persistence despite corrective efforts, as the influence of fact-checking often diminishes quickly. This study explores “time” as a central theoretical and methodological construct in understanding the effects of fact-checking interventions. Across two large-scale, pre-registered panel experiments (N = 6,983), we examine the temporal dynamics of both the persuasive and unintended consequences of factual corrections. Results show that while fact-checks yield immediate belief updating, their effects largely fade within two weeks and do not produce durable belief echoes. In Study 2, we introduce a novel design treating time lag as an experimental treatment and show that simple interventions aimed at increasing the temporal accessibility of corrections—termed “accuracy reminders”—significantly extend the durability of their effects. These findings reconceptualize correction effects as inherently temporal processes, advancing communication theory and offering scalable, time-sensitive strategies for sustaining the influence of fact-checking in dynamic information environments.