Evaluating the Authenticity of Online Health Messages: Evidence from Eye Tracking

Little research has explored the interplay between personal stances, message attention, and authenticity evaluation regarding online health misinformation. This study (N = 110) investigates this relationship among Hong Kong students using eye tracking. In the experiment, participants viewed six debunked vaccine-related misinformation pieces in the form of Facebook posts. All of these misinformation pieces relied on scientific journal findings to support their claims. The findings underscore the vulnerability to misinformation caused by the persuasive narratives crafted by content sources, specifically, the individuals responsible for posting content that incorporates scientific findings. These narratives can significantly influence individuals' attention to various components within the post, such as the name of the scientific journal, the article's title in question, and the details depicted on the charts. This influence can potentially result in the acceptance of misinformation. These findings reveal circumstances under which social media users are susceptible to health-related misinformation on these platforms.