If you use social media, you’ve likely shared something that originally came from someone else—whether it’s a funny meme, a viral post, or a news story. But this habit has a dangerous side: it can spread misinformation.
A new study reveals why people share false news stories—and the answer lies in their moral values.
The Link Between Values and Sharing Behavior
A 2025 study in the Journal of Experimental Psychology: General, led by Suhaib Abdurahman from the University of Southern California, examined how social media posts align with users’ moral beliefs—and how that drives sharing, especially of misinformation.
The researchers focused on political differences, noting that:
- Liberals tend to prioritize individualizing values, such as care for others and equality.
- Conservatives often favor binding values, like loyalty, patriotism, and respect for authority.
How the Study Worked
The team created social media posts linking to news articles—some true, some false. Each post was framed to emphasize either:
- Individualizing values (e.g., fairness, compassion)
- Binding values (e.g., loyalty, tradition)
- Neutral language (as a control)
Participants saw these posts and were asked if they’d share them. They also took a survey assessing their personal values.
Key Findings
People were more likely to share posts that matched their values—even if the content was false.
Misinformation spread more when it aligned with personal morals, suggesting that emotional resonance outweighs fact-checking.
Political leaning mattered:
- Liberal accounts got more engagement when posts emphasized fairness and care.
- Conservative accounts saw higher sharing rates when posts stressed loyalty or authority.
Does Critical Thinking Help?
Surprisingly, analytical thinking didn’t reduce this effect. Even people who usually think carefully still shared misinformation when it fit their values.
Real-World Impact
A follow-up study analyzed real Twitter posts. Using machine learning, researchers found:
Most shared links had neutral framing.
But when posts matched the user’s political values (e.g., liberal accounts posting about equality), engagement spiked.
Why This Matters
Social media platforms don’t fact-check everything. When users share posts that feel right—even if they’re false—misinformation spreads faster. And because political beliefs shape sharing habits, people often reinforce their own biases with inaccurate information.
The bottom line: Your values might be driving you to share fake news without realizing it.
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