An Empirical Procedure to Evaluate Misinformation Rejection and Deception in Mediated Communication Contexts

Although misleading health information is not a new phenomenon, no standards exist to assess consumers’ ability to detect and subsequently reject misinformation. Part of this deficit reflects theoretical and measurement challenges. After drawing novel connections among legal, regulatory, and philosophical perspectives on false, misleading or deceptive advertising and cognitive-process models of persuasive communication, we define deception and misinformation rejection. Recognizing that individuals can hold beliefs that align with a persuasive message without those beliefs having been influenced by it, we derive empirical criteria to test for evidence of these constructs that center on yielding or not yielding to misinformation in mediated contexts. We present data from an experimental study to illustrate the proposed test procedure and provide evidence for two theoretically derived patterns indicative of misinformation rejection. The resulting definitions and empirical procedure set the stage for additional theorizing and empirical studies on misinformation in the marketplace.