How Mis- and Disinformation by Organizations Affect Trust: The Role of Intentions and Consequences
摘要
Organizations can be prominent sources of false information, which negatively affects how the public perceives them. By drawing from Correspondent Inference Theory, this paper demonstrates how different types of false information spread by an organization, varying in underlying intentions and consequences, impact trust in that organization. We conducted a 3 (type of information: disinformation vs. misinformation vs. control) by 2 (type of negative consequences: severe vs. limited) between-subjects experiment. We found that disinformation and misinformation (vs. control) both undermine trust in the organization, yet disinformation did so more than misinformation. When the consequences of the false information were severe (vs. limited) trust was also more negatively affected. Most importantly, our data showed how intentions and consequences contribute jointly to shaping people’s perceptions of an organization: both factors additively yet independently erode trust in the organization. Trust moreover mediated the relationship between the type of information and people’s intent to become a customer of the organization. We conclude that Correspondent Inference Theory, due to its emphasis on intentions and consequences in the attributional process, provides a fitting framework to explain how false information by an organization may not only affect people’s perceptions of that organization but also their behavioral intentions toward it.