Immunization effect of inoculation messages: interventions against consensus and misinformation to improve public acceptance of recycled water

The global freshwater crisis is accelerating, posing an urgent need for sustainable water solutions. Despite its potential as a viable alternative, recycled water has yet to gain widespread public acceptance. A key barrier is the public’ low intention to use it. Grounded in inoculation theory, this study explores the mechanism through which different types of information influence public acceptance of recycled water. Using eye-tracking technology, it examines the mediating role of information reception effects. The cognitive processing involved in the interaction between inoculation messages, scientific consensus, and misinformation is examined through the lens of dual-processing theory. The results demonstrate a public preference for misinformation about recycled water, leading to lower acceptance when both scientific consensus and misinformation are presented simultaneously. However, inoculation messages effectively mitigate the impact of misinformation while enhancing the reception effects of scientific consensus, resulting in increased acceptance among participants exposed to inoculation. From a micro-level perspective of eye movement behavior, this study illustrates the underlying cognitive mechanism underlying inoculation theory - specifically, how inoculation messages exert immunization effects by either suppressing cognitive processing of misinformation or reinforcing motivated reasoning of scientific consensus. By integrating inoculation theory and dual-processing theory, this study also provides empirical support for negative preference theory within a cognitive science framework. The findings provide practical insights for public communication campaigns, highlighting the value of inoculation strategies in shaping public attitudes toward recycled water. We recommend that marketing efforts incorporate inoculation strategies to foster public attitudinal resilience and prioritize the integration of scientific consensus and inoculation messages in public outreach materials.