How subtle forms of misinformation affect what we buy and how much we trust brands

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The Conversation
Misinformation isn’t just blurring political lines anymore. It’s quietly infiltrating our shopping trolleys in subtle ways, shaping our decisions about what we buy and who we trust, as my research shows.

Spurred by political events, misinformation has garnered widespread media coverage and academic research. But most of the attention has been in the fields of political science, social psychology, information technology and journalism studies.

More recently though, misinformation has also gained traction among marketing and consumer experts. Much of that research has focused on the direct impacts of misinformation on brands and consumer attitudes, but a new perspective on the topic is now emerging.

What if the influence of misinformation extends beyond explicit attacks on brands? What if our choices as consumers are shaped not only by deliberate misinformation campaigns but also by subtle, indirect false information? MORE