Submission 285
Advice Taking on Social Media: The Influence of Source Memory for Advisor Trustworthiness on Advice Weighting
SymposiumTalk-03
Presented by: Johanna M. Höhs
Social media platforms such as Instagram or TikTok have become popular sources for advice. The extension of the advisor environment on social media offers new opportunities for access to high-quality advice on specialized topics. However, it also bares the risk of greater access to low-credible advisor sources (e.g., advisor sources with high expertise on specialized topics with vested interest to share advice). In two experiments, we assess people’s sensitivity to advisor trustworthiness in the social media environment through a source memory lens. Following the typical advice taking paradigm, participants first provided their own estimates on health-related questions before being exposed to advice on these questions in the form of social media posts. The advice stemmed from a trustworthy or an untrustworthy advisor. Afterwards, participants completed a surprise source memory task in which they had to classify presented health advice in social media posts as stemming from one of the advisors or new. Finally, participants provided their final estimates on the health questions. In Experiment 1, we found no significant differences in source memory between trustworthy and untrustworthy advisors but that an increase in source memory increases the weighting of advice from the trustworthy source. Experiment 2 consists in a replication of these findings using a stronger manipulation of vested interest. Overall, the present research moves from the highly controlled laboratory environment towards real-life advice taking settings, thereby demonstrating source memory constraints for advisor trustworthiness despite its relevance for adaptive advice weighting.