  Despite the enthusiastic rhetoric about the so called \emph{collective
intelligence}, conspiracy theories -- e.g. global warming induced by chemtrails
or the link between vaccines and autism -- find on the Web a natural medium for
their dissemination. Users preferentially consume information according to
their system of beliefs and the strife within users of opposite narratives may
result in heated debates. In this work we provide a genuine example of
information consumption from a sample of 1.2 million of Facebook Italian users.
We show by means of a thorough quantitative analysis that information
supporting different worldviews -- i.e. scientific and conspiracist news -- are
consumed in a comparable way by their respective users. Moreover, we measure
the effect of the exposure to 4709 evidently false information (satirical
version of conspiracy theses) and to 4502 debunking memes (information aiming
at contrasting unsubstantiated rumors) of the most polarized users of
conspiracy claims. We find that either contrasting or teasing consumers of
conspiracy narratives increases their probability to interact again with
unsubstantiated rumors.
