Why Do People Believe in Health Misinformation? A Signaling Perspective

The rapid spread of health misinformation via the internet poses significant public health risks, despite strong scientific counterarguments. This study examines why individuals trust health misinformation, using the case of Makoto Kondo, a Japanese doctor known for controversial views on cancer treatment. Although Kondo’s ideas are widely rejected by medical professionals, they have garnered substantial support in Japan, Hong Kong, and Taiwan. Through the lens of signaling theory, this research explores how perceived authority and credibility encourage believe in misinformation over evidence-based medicine. By analyzing Kondo’s influence, the study seeks to understand the social dynamics that fuel misinformation acceptance and to develop strategies for mitigating its impact on public health and healthcare systems.