Tribalism and Tribulations: The Social Costs of Not Sharing Fake News.

By Asher Lawson, Shikhar Anand, Hemant Kakkar
Journal of Experimental Psychology: General | January 2023

Citation

Lawson, Asher., Anand, Shikhar., Kakkar, Hemant. Tribalism and Tribulations: The Social Costs of Not Sharing Fake News. Journal of Experimental Psychology: General .

Journal of Experimental Psychology: General, 2023

Abstract

Fake news can foster political polarization, foment division between groups, and encourage malicious behavior. Misinformation has cast doubt on the integrity of democratic elections, downplayed the seriousness of COVID-19, and increased vaccine hesitancy. Given the leading role that online groups play in the dissemination of fake news, in this research we examined how group-level factors contribute to sharing misinformation. By unobtrusively tracking interactions among 51,537 Twitter user dyads longitudinally over two time periods (n=103,074), we found that group members who did not conform to the behavior of other group members by sharing fake news were subjected to reduced social interaction over time. We augmented this unique, ecologically valid behavioral data with another digital field study (N=178,411) and five experiments to disentangle some of the causal mechanisms driving the observed effects. We found that social costs were higher for not sharing fake news versus other content, that specific types of deviant group members faced the greatest social costs, and that social costs explained fake news sharing above and beyond partisan identity and subjective accuracy assessments. Overall, our work illuminates the role of conformity pressure as a critical antecedent of the spread of misinformation.

Hemant Kakkar is an Associate Professor of Organisational Behaviour at the Indian School of Business (ISB). Prior to this, he served as an Assistant and Associate (untenured) Professor of Management and Organisations at the Duke University’s Fuqua School of Business. He received his doctoral degree in Organisational Behaviour from London Business School.
His research draws on social psychology and evolutionary theories of status and influence to examine judgments and behaviours of individuals and groups within social hierarchies. He also examines individuals' tendencies to engage in both positive and negative deviant behaviours.

He was awarded the 2021 Alvah H. Chapman Jr. Outstanding Dissertation Award, as well as, the Outstanding Dissertation Award 2021 by the International Association of Conflict Management. His research has also won Best Conference Paper awards from the Conflict Management Division of the Academy of Management (2021) and the International Association of Conflict Management (2021).

His research is published in leading academic journals, including the Academy of Management Journal, Proceedings of the National Academy of Sciences, Journal of Applied Psychology, Nature Human Behaviour, Journal of Experimental Psychology: General, and Journal of Experimental Social Psychology. His research has also been featured in several popular media outlets, such as The Washington Post, Forbes, The Atlantic, Scientific American, The Times UK, and the Harvard Business Review.

At ISB, Professor Kakkar teaches the core course in Organisational Behaviour.  He has also taught Foundations of Organisational Behaviour to postgraduate students and graduate-level seminar courses at the Fuqua School of Business. In 2021, he received the Award for Excellence in Teaching for the MMS program. Before joining academia, he worked as a Technical Consultant at Tata Consultancy Services Ltd., India.

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Hemant Kakkar