Newsweek recently published an article featuring research by Dr. Connie Pechmann and her doctoral student, Xiajing Zhu! Titled, "The Right Is More Willing to Spread Fake News," the article discusses their research published in the Journal of Marketing. The authors found that Republicans respond to political competition more aggressively, communicating information that is likely untrue, if not definitively false, to boost their side. Of their findings, Zhu said:
"Although Republicans may understand the content is very likely false, they are willing to spread it because they strongly value their party winning over the competition."
Zhu, X., & Pechmann, C. (2025). Political Polarization Triggers Conservatives' Misinformation Spread to Attain Ingroup Dominance. Journal of Marketing, 89(1), 39–55. https://doi.org/10.1177/00222429241264997
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Abstract
Conservatives are often blamed for spreading misinformation, but it is unclear whether certain situations trigger them and, if so, why. The authors examine situations that are politically polarized, meaning the topic and/or its framing conveys conflict, discord, or disagreement between the two main political parties (conservatives and liberals). The authors study whether conservatives react to polarized situations by spreading ingroup-skewed political misinformation that is objectively inaccurate but not necessarily understood to be false and whether liberals are less reactive. Using a multimethod approach, the authors conduct six studies, including analyses of statements by public figures and speeches by U.S. presidents, as well as controlled experiments. The results indicate that in polarized situations, conservatives’ need for ingroup dominance is elevated, so they convey more misinformation than liberals. In less polarized situations, conservatives’ need for ingroup dominance is tempered, reducing their misinformation conveyance. These findings suggest that misinformation should not be blamed solely on the individual trait of conservativism, as polarized situations exaggerate conservative motives and behaviors. While news media, social media, political figures, and others may be incentivized to emphasize political polarization to gain audiences and bolster engagement, the resulting misinformation harms truth, trust, and democracy. Possible remedies include improved fact-checking and media literacy education.
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