Rumor Acceptance during Public Health Crises: Testing the Emotional Congruence Hypothesis.

Rumors pose a significant challenge to officials combatting a public health crisis. The flow of unsubstantiated and often inaccurate information can dilute the effects of more accurate messaging. Understanding why rumors thrive in this context is a crucial first step to constraining them. We propose a novel mechanism for explaining rumor acceptance during a health crisis, arguing that the congruence between one's emotional state and the emotion induced by a rumor leads people to believe the rumor. Data collected using a novel experimental design provide preliminary evidence for our emotional congruence hypothesis. Participants who felt angry were more likely to accept anger-inducing rumors than those who were not angry. We discuss the implications of this insight for public health officials combatting rumors during a health crisis.