Summary

A new Journal of Marketing study finds that political polarization drives Republicans to spread misinformation to gain partisan advantage, while Democrats do not exhibit this behavior.

Republicans value winning highly and are more likely to share misinformation, even when its truth is questionable.

Six studies, including analyses of fact-checked statements, surveys, and presidential speeches, support these findings.

The spread of misinformation undermines democratic processes, such as increased restrictive voting laws after the 2020 election.

Researchers suggest reducing polarization, investing in fact-checking, and expanding media literacy education to combat misinformation’s impact.