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We define scientific misinformation as publicly available information that is misleading or deceptive relative to the best available scientific evidence and that runs contrary to statements by actors or institutions who adhere to scientific principles. Scientific misinformation violates the supposition that claims should be based on scientific evidence and relevant expertise. As such, misinformation is observable and measurable, but research on scientific misinformation to date has often missed opportunities to clearly articulate units of analysis, to consult with experts, and to look beyond convenient sources of misinformation such as social media content. We outline the ways in which scientific misinformation can be thought of as a disorder of public science, identify its specific types and the ways in which it can be measured, and argue that researchers and public actors should do more to connect measurements of misinformation with measurements of effect.

This article discusses the social marketing planning process and strategies used to design a preconception health campaign, Show Your Love, launched in February 2013. Developing a social marketing strategy for preconception health is a challenging endeavor, in part because preconception health represents a set of diverse behaviors and the audience for the campaign is quite large, encompassing all women of childbearing age whether they intend to become pregnant or not. The network of organizations implementing the campaign, the National Preconception Health Consumer Workgroup, required a broad audience segmentation strategy; therefore, two large audiences were selected. This commentary describes the two primary audiences selected for the campaign based on the Transtheoretical Model—intenders (those in contemplation, preparation, and action) and nonintenders (precontemplators)—and explores how levels of knowledge, motivations, the campaign product, and the campaign goals are distinct for each audience. Additionally, the authors describe potential extensions to the segmentation strategy that could offer finer grained approaches for social marketers who may be building on the Show Your Love campaign or designing other programs in this area.

Frontmatter -- Contents -- Acknowledgments -- Introduction: Misinformation among Mass Audiences as a Focus for Inquiry -- PART I Dimensions of Audience Awareness of Misinformation -- ONE Believing Things That Are Not True: A Cognitive Science Perspective on Misinformation -- TWO Awareness of Misinformation in Health-Related Advertising: A Narrative Review of the Literature -- THREE The Importance of Measuring Knowledge in the Age of Misinformation and Challenges in the Tobacco Domain -- FOUR Measuring Perceptions of Shares of Groups -- FIVE Dimensions of Visual Misinformation in the Emerging Media Landscape -- PART II Theoretical Effects and Consequences of Misinformation -- SIX The Effects of False Information in News Stories -- SEVEN Can Satire and Irony Constitute Misinformation? -- EIGHT Media and Political Misperceptions -- NINE Misinformation and Science: Emergence, Diffusion, and Persistence -- TEN Doing the Wrong Things for the Right Reasons: How Environmental Misinformation Affects Environmental Behavior -- PART III Solutions and Remedies for Misinformation -- ELEVEN Misinformation and Its Correction: Cognitive Mechanisms and Recommendations for Mass Communication -- TWELVE How to Counteract Consumer Product Misinformation -- THIRTEEN A History of Fact Checking in U.S. Politics and Election Contexts -- FOURTEEN Comparing Approaches to Journalistic Fact Checking -- FIFTEEN The Role of Middle-Level Gatekeepers in the Propagation and Longevity of Misinformation -- SIXTEEN Encouraging Information Search to Counteract Misinformation: Providing "Balanced" Information about Vaccines -- Conclusion: An Agenda for Misinformation Research -- Contributors -- Index