Utilizing Moral Persuasion to Reduce False and Harmful Conspiracy Theory Belief

Abstract

This study combined research on reducing conspiracy theory belief (CTB) and research on moral persuasion (MP) by testing the efficacy of MP as a novel technique to reduce CTB. Additionally, the study examined associations between CTB and moral values, along with various factors previously established or suspected to play a role in it (such as political attitudes). The MP technique was tested against existing methods for reducing CTB predicated on improving or appealing to rationality. Respondents’ levels of CTB were operationalized in two ways: latent CTB as measured by two established scales (the Generic Conspiracist Beliefs Scale and the Belief in Conspiracy Theories Index) and endorsement of a specific theory described in the study (CTE). The study provides limited evidence for MP’s potential for reducing CTB. Although latent CTB was reduced overall, none of the three experimental techniques (including MP) were found to be more effective than a control. In individual comparison of CTE, however, MP outperformed the control. No significant link between the moral values examined in the study (Authority and Fairness) and CTB or CTE was found. Despite the lack of significance on some tests, the MP method performed directionally better than other methods, especially when focused on the Fairness value. This indicates some basis for potential future research, especially if larger sample sizes capable of revealing smaller effect sizes can be obtained. Additional minor findings related to political and personality correlations are also discussed.