Prior Attitude, Individualism and Perceived Scientists’ Expertise

Abstract

On Chinese social media, the stigmatization of homosexuals is tightly connected to the belief that they have a higher risk of contraction than others. However, scientists’ estimation of such risks is selectively framed on media outlets, and could cause confusion about and even polarization around the topic. In the theoretical framework of motivated reasoning, the current study showcases a cognition-intention link in the processing of scientific information regarding homosexuals’ high HIV/AIDS prevalence in China. An online survey experiment ( N = 695) using different emphasis frames of the findings from a scientific report shows that ad hoc identification with homosexuals’ rights, and individualism, strongly moderates the direct effect of exposure to different messages on intention of message forwarding, and also the indirect effect mediated by the perception of scientists’ expertise.