Misinformation is a global concern and limiting its spread is critical for protecting democracy, public health, and consumers. We propose that consumers' own social media post-histories are an underutilized data source to study what leads them to share links to fake-news. In Study 1, we explore how textual cues extracted from post-histories distinguish fake-news sharers from random social media users and others in the misinformation ecosystem. Among other results, we find across two datasets that fake-news sharers use more words related to anger, religion and power. In Study 2, we show that adding textual cues from post-histories improves the accuracy of models to predict who is likely to share fake-news. In Study 3, we provide a preliminary test of two mitigation strategies deduced from Study 1 - activating religious values and reducing anger - and find that they reduce fake-news sharing and sharing more generally. In Study 4, we combine survey responses with users' verified Twitter post-histories and show that using empowering language in a fact-checking browser extension ad increases download intentions. Our research encourages marketers, misinformation scholars, and practitioners to use post-histories to develop theories and test interventions to reduce the spread of misinformation.

翻译：虚假信息是一个全球性问题，限制其传播对于保护民主、公共卫生和消费者至关重要。我们提出，消费者自身的社交媒体历史帖子是一个未被充分利用的数据来源，可用于研究导致他们分享虚假新闻链接的因素。在研究1中，我们探讨了从历史帖子中提取的文本特征如何将虚假新闻分享者与随机社交媒体用户以及虚假信息生态系统中的其他群体区分开来。其他结果中，我们发现跨越两个数据集，虚假新闻分享者使用更多与愤怒、宗教和权力相关的词汇。在研究2中，我们展示了添加来自历史帖子的文本特征能够提高预测谁可能分享虚假新闻的模型准确性。在研究3中，我们对从研究1推导出的两种缓解策略——激活宗教价值观和减少愤怒——进行了初步测试，发现它们能够减少虚假新闻分享行为，并普遍降低分享行为。在研究4中，我们将调查回答与用户经核实的Twitter历史帖子相结合，并表明在事实核查浏览器扩展广告中使用赋权语言能够增加下载意愿。我们的研究鼓励营销人员、虚假信息学者及从业者利用历史帖子来发展理论并测试干预措施，以减少虚假信息的传播。