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To illuminate and motivate: a fuzzy-trace model of the spread of information online

Author

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  • David A. Broniatowski

    (The George Washington University)

  • Valerie F. Reyna

    (Cornell University)

Abstract

We propose, and test, a model of online media platform users’ decisions to act on, and share, received information. Specifically, we focus on how mental representations of message content drive its spread. Our model is based on fuzzy-trace theory (FTT), a leading theory of decision under risk. Per FTT, online content is mentally represented in two ways: verbatim (objective, but decontextualized, facts), and gist (subjective, but meaningful, interpretation). Although encoded in parallel, gist tends to drive behaviors more strongly than verbatim representations for most individuals. Our model uses factors derived from FTT to make predictions regarding which content is more likely to be shared, namely: (a) different levels of mental representation, (b) the motivational content of a message, (c) difficulty of information processing (e.g., the ease with which a given message may be comprehended and, therefore, its gist extracted), and (d) social values.

Suggested Citation

  • David A. Broniatowski & Valerie F. Reyna, 2020. "To illuminate and motivate: a fuzzy-trace model of the spread of information online," Computational and Mathematical Organization Theory, Springer, vol. 26(4), pages 431-464, December.
    • Handle: RePEc:spr:comaot:v:26:y:2020:i:4:d:10.1007_s10588-019-09297-2
    DOI: 10.1007/s10588-019-09297-2
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    References listed on IDEAS

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    1. repec:cup:judgdm:v:3:y:2008:i:6:p:435-448 is not listed on IDEAS
    2. David A. Broniatowski & Eili Y. Klein & Valerie F. Reyna, 2015. "Germs Are Germs, and Why Not Take a Risk? Patients’ Expectations for Prescribing Antibiotics in an Inner-City Emergency Department," Medical Decision Making, , vol. 35(1), pages 60-67, January.
    3. Valerie F. Reyna & Mary B. Adam, 2003. "Fuzzy‐Trace Theory, Risk Communication, and Product Labeling in Sexually Transmitted Diseases," Risk Analysis, John Wiley & Sons, vol. 23(2), pages 325-342, April.
    4. repec:cup:judgdm:v:4:y:2009:i:1:p:20-33 is not listed on IDEAS
    5. Shane Frederick, 2005. "Cognitive Reflection and Decision Making," Journal of Economic Perspectives, American Economic Association, vol. 19(4), pages 25-42, Fall.
    6. Bjarke Mønsted & Piotr Sapieżyński & Emilio Ferrara & Sune Lehmann, 2017. "Evidence of complex contagion of information in social media: An experiment using Twitter bots," PLOS ONE, Public Library of Science, vol. 12(9), pages 1-12, September.
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