The present study investigates the personal factors underlying online sharing of moral misleading news by observing the interaction between personal values, communication bias, credibility evaluations, and moral emotions. Specifically, we hypothesized that self-transcendence and conservation values may differently influence the sharing of misleading news depending on which moral domain is activated and that these are more likely to be shared when moral emotions and perceived credibility increase. In a sample of 132 participants (65% female), we tested SEMs on misleading news regarding violations in five different moral domains. The results suggest that self-transcendence values hinder online sharing of misleading news, while conservation values promote it; moreover, news written with a less blatantly biased linguistic frame are consistently rated as more credible. Lastly, more credible and emotionally activating news is more likely to be shared online.
Keywords: basic human values; credibility; misleading news; moral emotions; moral foundations theory; online sharing.