Internet users beware, you follow online health rumors (more than counter-rumors) irrespective of risk propensity and prior endorsement

Purpose—The Internet is a breeding ground for rumors. A way to tackle the problem involves the use of counter-rumors—messages that refute rumors. This paper analyzes users’ intention to follow rumors and counter-rumors as a function of two factors: individuals’ risk propensity and messages’ prior endorsement. Design/methodology/approach—The paper conducted an online experiment. Complete responses from 134 participants were analyzed statistically. Findings—Risk-seeking users were keener to follow counter-rumors compared with risk-averse ones. No difference was detected in terms of their intention to follow rumors. Users’ intention to follow rumors always exceeded their intention to follow counter-rumors regardless of whether prior endorsement was low or high. Research limitations/implications—This paper contributes to the scholarly understanding of people’s behavioral responses when unbeknownstly exposed to rumors and counter-rumors on the Internet. Moreover, it dovetails the literature by examining how risk-averse and risk-seeking individuals differ in terms of intention to follow rumors and counter-rumors. It also shows how prior endorsement of such messages drives their likelihood to be followed. Originality/value—The paper explores the hitherto elusive question: When users are unbeknownstly exposed to both a rumor and its counter-rumor, which entry is likely to be followed more than the other? It also takes into consideration the roles played by individuals’ risk propensity and messages’ prior endorsement.