I believe the variable of lies and misinformation thriving in virality is based on the idea that negativity is more engaging and intriguing than positivity. When something stimulates a negative feeling such as fear or anxiety, people engage because they feel insecure whether it be relative to the condition of their environment or internal self-perception. For example, if you read something negative about the President, you care because you live in the United States and relate it to your own well-being. Further, if someone read negative articles about a person they envy, they may feel inclined to engage & share it because that person's success made them feel inferior. Unfortunately, negativity sells.