TY - JOUR
T1 - An Eye Tracking Approach to Understanding Misinformation and Correction Strategies on Social Media
T2 - The Mediating Role of Attention and Credibility to Reduce HPV Vaccine Misperceptions
AU - Kim, Sojung Claire
AU - Vraga, Emily K.
AU - Cook, John
N1 - Funding Information:
This study was supported by the Department of Communication at George Mason University.
Publisher Copyright:
© 2020, © 2020 Taylor & Francis Group, LLC.
PY - 2020
Y1 - 2020
N2 - This study uses an unobtrusive eye tracking approach to examine understudied psychological mechanisms–message attention and credibility–when people are exposed to misinformation and correction on social media. We contrast humor versus non-humor correction strategies that point out rhetorical flaws in misinformation regarding the HPV vaccine, which was selected for its relevance and impact on public health. We randomly assigned participants to one of two experimental conditions: humor correction versus non-humor correction. Our analyses revealed that the humor correction increased attention to the image portion of the correction tweet, and this attention indirectly lowered HPV misperceptions by reducing the credibility of the misinformation tweet. The study also found that the non-humor correction outperformed the humor correction in reducing misperceptions via its higher credibility ratings. Practical implications for correcting misinformation on social media are discussed.
AB - This study uses an unobtrusive eye tracking approach to examine understudied psychological mechanisms–message attention and credibility–when people are exposed to misinformation and correction on social media. We contrast humor versus non-humor correction strategies that point out rhetorical flaws in misinformation regarding the HPV vaccine, which was selected for its relevance and impact on public health. We randomly assigned participants to one of two experimental conditions: humor correction versus non-humor correction. Our analyses revealed that the humor correction increased attention to the image portion of the correction tweet, and this attention indirectly lowered HPV misperceptions by reducing the credibility of the misinformation tweet. The study also found that the non-humor correction outperformed the humor correction in reducing misperceptions via its higher credibility ratings. Practical implications for correcting misinformation on social media are discussed.
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U2 - 10.1080/10410236.2020.1787933
DO - 10.1080/10410236.2020.1787933
M3 - Article
C2 - 32633151
AN - SCOPUS:85086078600
SN - 1041-0236
SP - 1
EP - 10
JO - Health communication
JF - Health communication
ER -