How the Health Rumor Misleads People’s Perception in a Public Health Emergency: Lessons from a Purchase Craze during the COVID-19 Outbreak in China

Abstract

Health rumors often mislead people and cause adverse health behaviors. Especially during a public health emergency, health rumors may result in severe consequences for people’s health and risk governance. Insight into how these rumors form and harm people’s health behavior is critical for assisting people in establishing scientific health cognition and to enhance public health emergency responses. Using the case study with interview data of a salient purchase craze led by a health rumor during the COVID-19 outbreak in China, this article aimed to illustrate the process of how a piece of information becomes a health rumor. Furthermore, we identify factors that cause people to believe rumors and conduct behavior that leads to a purchase craze. Results show that a public misunderstanding of the unique psychology of uncertainty, cultural and social cognition, and conformity behavior jointly informs people’s beliefs in rumors and further causes purchase craze behavior. We developed a simplified model to demonstrate how an ordinary news report can lead to a rumor. Based on this model, some implications of effective health communication are suggested for managing rumors.

Psychological Factors Affecting Risk Perception of COVID-19: Evidence from Peru and China

“…Honest public policy for information disclosure. Complete information disclosure about the risk can determine the level of emergency preparedness and response [ 73 ]. In view of Wuhan’s experience in China, insufficient information disclosure, to an extent, delayed the process of risk management, and resulted in more losses, including deaths and financial/economic losses [ 74 ].…”

Characteristics of Misinformation Spreading on Social Media During the COVID-19 Outbreak in China: A Descriptive Analysis

“…In the dissemination process, this message was leveled and sharpened by social media and the public, which jointly formed its falsity. 23 In this case, it is difficult to judge whether this message was shared accidentally or deliberately. Perhaps social media users shared this message with the intention of earning the public’s attention, clicks, or followers.…”

“…The public with low health literacy not only trust a piece of misinformation readily, but also misunderstand an accurate information and turn the information into a piece of misinformation. 23 Besides, previous research indicated that cultural and social factors profoundly influence health-related behavior as well. 23 For instance, Chinese people have a stubborn belief about TCM.…”

“… 23 Besides, previous research indicated that cultural and social factors profoundly influence health-related behavior as well. 23 For instance, Chinese people have a stubborn belief about TCM. TCM-related misinformation may mislead the Chinese people easily.…”

Social and Psychological Implication of New Normal Adaptation

“…How could it not be because the virus that is currently hitting, works and attacks humans very quickly? Including building cognitive scientific knowledge related to disease so that there is no mistake about the disease that is currently plaguing and psychological uncertainty where a person is faced with uncertain conditions as happened China [7]. This means that the psychological conditions of the community are very diverse.…”