Origins of sinister rumors: A preference for threat-related material in the supply and demand of information

Many rumors convey information about potential danger, even when these dangers are very unlikely. In four studies, we examine whether micro-processes of cultural transmission explain the spread of threat-related information. Three studies using transmission chain protocols suggest a) that there is indeed a preference for the deliberate transmission of threat-related information over other material, b) that it is not caused by a general negativity or emotionality bias, and c) that it is not eliminated when threats are presented as very unlikely. A forced-choice study on similar material shows the same preference when participants have to select information to acquire rather than transmit. So the cultural success of threat-related material may be explained by transmission biases, rooted in evolved threat-detection and error-management systems, that affect both supply and demand of information.