Understanding the Spread of Health Misinformation During Public Health Crises: A Cognitive and Media Effects Perspective With Evidence From COVID-19

Objective This study investigates how individuals processed and responded to COVID-19–related misinformation, focusing on the cognitive mechanisms that influenced public evaluation of health information. Drawing on Information-Processing Theory, Schema Theory, and the Hostile Media Effect, the research explores how cognitive biases and perceptions of media credibility shaped health-related decision-making. Methods Two qualitative case studies were analyzed: (1) public reactions to conflicting media coverage about mask efficacy and (2) responses to celebrity endorsements of unproven COVID-19 treatments. The analysis identified recurring cognitive and perceptual patterns influencing information interpretation and trust in media sources. Results Findings show that pre-existing attitudes and schema-driven interpretations significantly affected how individuals judged information accuracy. The perception of media bias amplified polarization, while clear, consistent messages from trusted sources helped mitigate misinformation effects. Media literacy emerged as a key factor in reducing susceptibility to false claims. Conclusions Cognitive processes play a central role in how misinformation influences public perception and behavior. Strengthening media literacy and ensuring consistent, transparent communication can enhance trust in health information and reduce misinformation impacts. Future work should adopt interdisciplinary and longitudinal approaches to further examine these cognitive and communicative dynamics.