How does prestige bias affect information recall during a pandemic?

Abstract

The prestige theory of evolution states that our memory has an intrinsic bias to memorize information from someone of prestige. However, the evidence for information recall is mainly focused on content bias. Considering that the prestige bias can be advantageous in selecting information in contexts of uncertainty, this study assessed whether, in the scenario of the COVID-19 pandemic, the prestige bias would be favored over other models that do not possess the prestige spirit characteristics. The study was conducted through an online experiment, where participants were subjected to reading fictitious text, followed by a surprise recollection. Data were analyzed using a generalized linear mixed model, Poisson family, and logistic regression. The results showed that prestige is only prioritized in the recall due to the family model and does not present any difference from the other models tested. However, it influenced the recall of specific information, suggesting its role as a factor of cultural attraction. Furthermore, we observed that trust in science-oriented profiles can influence the recall of information during a health crisis. Finally, this study highlights the complexity of the functioning of the human mind and how several factors can act simultaneously in the recall of information.

Fig 1. Graphical representation of the experiment participants’ most and least remembered memories.