Study: Power-Motivated Individuals More Likely to Share Fake News on Social Media

In a groundbreaking study led by researchers at University College London (UCL), individuals driven by power and the desire to influence others have been identified as more likely to spread misinformation on social media platforms.

The comprehensive research, published in the academic journal Computers in Human Behavior, comprised four distinct experiments involving 1,882 participants who were presented with both authentic and fabricated social media posts. Participants selected which posts they would share on their own social media accounts while completing assessments measuring their power values, personality traits focusing on dominance, and motivations for posting online.

Professor Ana Guinote, the study’s lead author from UCL, explained, “Our findings suggest that people who are motivated by obtaining power, and influencing others, may share misinformation without concern for its accuracy, as a form of brokerage to gain a following and to control narratives.”

The research revealed a concerning pattern: power-motivated individuals shared significantly more fake news on simulated social media platforms compared to their peers. More troublingly, misinformation constituted a larger proportion of the overall content these individuals chose to distribute.

Interestingly, the study found no correlation between a person’s real-world position of power in their professional life and their propensity to share false information. This suggests that the psychological motivation for power and dominance—rather than actual authority—drives this behavior.

Participants who scored highly on dominance traits not only shared more fake news during the experimental conditions but also self-reported having knowingly shared misinformation in the recent past. This admission raises concerns that these individuals may be consciously choosing to spread unreliable information despite awareness of its dubious nature.

The findings come at a critical time when social media platforms and technology companies face mounting pressure to combat the proliferation of fake news. With misinformation campaigns potentially influencing democratic processes worldwide, understanding the psychological drivers behind the sharing of false content has never been more important.

“Other studies have suggested that people are more likely to share misinformation if it is consistent with their beliefs and goals, such as political goals in the lead-up to an election,” noted Professor Guinote. “So it may be that those who are motivated by political gain and influencing an election might be particularly likely to spread misinformation.”

This research adds valuable insight to the growing body of evidence examining how personality traits influence online behavior. Previous studies have linked narcissism and attention-seeking behavior to problematic social media usage, but this UCL research specifically connects power motivation to the deliberate spread of false information.

Social media platforms have implemented various measures to combat misinformation, including fact-checking partnerships, algorithmic adjustments, and warning labels. However, this study suggests that technological solutions alone may be insufficient if they don’t address the underlying psychological motivations driving users to share unverified content.

The implications extend beyond individual behavior to raise questions about the design of social media platforms themselves. Features that reward engagement and amplification—such as likes, shares, and follower counts—may inadvertently create environments where power-motivated individuals thrive through spreading sensationalist and often false information.

As societies continue to grapple with the complex challenges of the digital information age, this research provides crucial insights for policymakers, technology companies, and educators working to foster more responsible online information ecosystems.