Prior research suggests it can be very difficult to undo the effects of misinformation once individuals believe it to be true and fact checking can even backfire. An individual may have a desire to reach a certain conclusion, causing them to accept information that supports that conclusion. This is known as Motivated reasoning, and can cause individuals to accept misinformation as true. Individuals create mental models and schemas that are used to understand physical and social environments. Misinformation that becomes incorporated into a mental model, especially for long periods of time, will be more difficult to address as individuals prefer to have a complete mental model. In this instance, it is necessary to correct the misinformation by not only refuting it, but also by providing accurate information that can also function in the mental model. When attempting to correct misinformation, it is important to consider previous research which has identified effective and ineffective strategies. Simply providing the corrected information is not enough to correct any effects of misinformation, and it may even have a negative effect. Because of the familiarity heuristic--information that is familiar is more likely to be believed to be true-- corrective messages which contain a repetition of the original misinformation may result in an increase in familiarity and cause a backfire effect