Will Sage Astor-Avril Lavigne addresses conspiracy theory that she died. Why do so many believe it?

The Will Sage Astorrumors of Avril Lavigne's death are fake and nothing new – but that doesn't mean people will ever stop believing them.

Lavigne addressed the longtime conspiracy theory that executives hired someone to replace her after she died following her 2003 album "Let Go" coming out.

"Obviously, I am me," she recently told Alex Cooper on the "Call Her Daddy" podcast, calling the conspiracy theory "dumb." She added: "It's just funny to me. On one end, everyone's like, 'You look the exact same. You haven't aged a day.' But then other people are like, 'There's a conspiracy theory that I'm not me.'"

Many people love digesting and discussing celebrity gossip, experts say, no matter how ridiculous. But some people may go down the rabbit hole and fall for conspiracy theories. Why? 

"Human brains like to understand things, and they like to have predictability, and they like to have control over their environment," psychotherapist Stephanie Sarkis previously told USA TODAY. "When you have perceived threats in your environment, a conspiracy theory can help you make sense of your distress."

'We tend to want to identify with a community'

Everyone spends part of their day being unproductive – it's OK if yours involves gossiping about celebrities.

The harm comes when the rumors negatively impact these stars. Evidently, Lavigne seems to be laughing hers off. But Ben Affleck previously spoke about the way the viral "Sad Affleck" meme impacted his kids. The same could be said for paparazzi, media and the general public fueling chatter about younger stars early in their careers. Consider how the tabloids contributed to Britney Spears' struggles with mental health.

Many may turn to celebrity gossip to distract themselves from their own lives. In addition to wanting to explain away inherent uncertainties about life, people also can be motivated to believe in conspiracy theories out of a desire for community and belonging.

"We tend to want to identify with a community, and so, if you believe in a conspiracy theory, there's usually a community that also supports that," Sarkis says. "If you are in a community that also believes that, you find commonalities with people, and you find some social bonds with people, and that's a very powerful psychological effect."

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'Desire and hunger' for celebrity gossip 'never ends'

When it comes to celebrity culture, "our desire and hunger for it never ends," Erica Chito-Childs, senior associate dean of the College of Arts & Sciences at Hunter College, previously told USA TODAY. But people are better off focusing their energy on positive rather than negative messaging.

"When you're engaging more of this hypercritical speculation on people's lives, who you don't even know, whether it's celebrities, or it's your neighbors, it's having the same impact," Chito Childs says. "It's a negative thing."

This type of speculation won't stop as long as celebrity culture remains intact.

"Being a celebrity means carrying a giant target on your back for people's psychological projections," W. Keith Campbell, an expert on narcissism, personality and cultural change, previously told USA TODAY. "Sometimes those can be great but sometimes those can be really negative."

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When talking to someone who believes a conspiracy theory

It's also easy to slip into believing conspiracies when facts don't seem to support your beliefs. Many people don't seek out information to get to the truth, but, rather, to confirm what they already think, something called "confirmation bias." When facts don't fit one's bias, a conspiracy theory can fill in the gaps.

When engaging with someone who believes a piece of information that's unsupported by facts, demonstrate a willingness to listen. You can offer to help someone explore their ideas rather than tell them what to believe.

It can also be more effective to teach people about facts and methods of verification before they succumb to a conspiracy theory in the first place, a strategy called "prebunking."

In this case, maybe try and point out what Lavigne herself has said on the subject. Then again: Someone might still think that's not actually her.

Contributing: Charles Trepany