I want to (dis)believe: political ideology and misinformation in the marketplace

• Ano de defesa: 2019
• Autor(a) principal: Peixoto, Fabrícia Volotão
• Orientador(a): Botelho, Delane
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: eng
• Palavras-chave em Português: Informação falsa; Ideologia política; Processamento de informação; Raciocínio motivado; Modelo de equações estruturais
• Palavras-chave em Inglês: Misinformation; Structural equation model; Information processing; Political ideology
• Link de acesso: http://hdl.handle.net/10438/27401

The massive spread of misinformation, mainly through social media platforms, has become a ubiquitous phenomenon, affecting individuals, organizations and brands. As false and incorrect claims spread online, marketers must understand what makes consumers to believe in such messages, to protect their brands. This research investigates the role of political ideology on how consumers perceive a misinformation related to the marketplace. Previous research suggest that conservatives are more susceptible to misinformation regardless to the issue in question, as consequence of cognitive differences. However, since conservatives tend to defend the prevailing social and economic order, I posit that they will be less prone to believe in a misinformation that undermines a market actor, such as a brand. The hypotheses were confirmed through a survey with 235 participants recruited in the United States. Data were analyzed through partial least square Structural Equation Modeling.