Confirmation bias
Psychology provides additional reasons to rapidly employ counterpropaganda. The decision making process is influenced by cognitive biases which shape how a person perceives certain pieces of information and how they will act upon them. The confirmation bias is especially relevant when explaining the necessity of employing counterpropaganda rapidly. Confirmation bias is a tendency for people to favor information confirming their beliefs or hypotheses. If a group based their beliefs or actions upon a propaganda message they were exposed to over or during a long period of time it is difficult to counter the propaganda. The group in such a scenario would be hesitant to assimilate any information from a counterpropaganda message that contradicted the propaganda message. Thus, it is important for counterpropaganda be employed early in a propaganda campaign to prevent the possibility of confirmation bias resulting from propaganda. In "", Jacques Ellul suggests another reason to employ counterpropaganda quickly in response to an identified propaganda message. He argues that humankind is more concerned with current events and issues that hold the society's attention. Propaganda shaped upon current events will invoke the greatest amount of community passion and interest. Countering propaganda, requires a quick response to propaganda when it is revealed. Conversely, employing counterpropaganda against a dated propaganda message that regards an equally dated issue that society holds no current interest is likely to be less effective.