Can Human Values Predict Engagement with Conspiratorial and False Content on Social Media?

Abstract: Introduction: Misinformation has found fertile ground on online and social media. Middle-aged individuals have been overlooked in previous research, regardless of their societal influence. Aim: Understanding the role of human values and how they affect conspiratorial beliefs and misinformation discernment in this demographic group is crucial for designing future prevention efforts. Methods: 624 middle-aged European citizens (aged 45 to 65 years) participated in an online survey in four languages. Misinformation discernment was investigated by evaluating the accuracy of online media posts on three topics: immigration, vaccination safety, and climate change. Participants completed a values scale, a conspiratorial belief scale, and a demographics questionnaire. Results: Regression analyses showed that conservation had a significant positive association with conspiratorial beliefs and a negative association with the ability to discern online content. Self-transcendence showed the opposite effect. Mediation tests indicated a significant partial indirect effect of conspiratorial beliefs on the relationship between conservation values and discernment ability. Education or time spent online did not significantly differentiate the ability to discern the accuracy of online content. Implications: Conservation and self-transcendence values play a key role in discerning online information among middle-aged participants. These results have implications for preventing online misinformation.