Perceived Social Presence Reduces Fact-Checking

The dissemination of unverified content (e.g., “fake” news) can often acquire tremendous reach through social networks. We test how consuming information in social (vs. individual) settings affects fact-checking. Across seven incentivized experiments, people fact-checked less when they perceived the presence of others. Encouraging momentary vigilance reduced this tendency.


Youjung Jun, Rachel Meng, and Gita Johar (2017) ,"Perceived Social Presence Reduces Fact-Checking", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 181-185.


Youjung Jun, Columbia University, USA
Rachel Meng, Columbia University, USA
Gita Johar, Columbia University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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