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The Hidden Impact of Conspiracy Theories: Perceived and Actual Influence of Theories Surrounding the Death of Princess Diana
Abstract
The authors examined the perceived and actual impact of exposure to conspiracy theories surrounding the death of Diana, Princess of Wales, in 1997. One group of undergraduate students rated their agreement and their classmates' perceived agreement with several statements about Diana's death. A second group of students from the same undergraduate population read material containing popular conspiracy theories about Diana's death before rating their own and others' agreement with the same statements and perceived retrospective attitudes (i.e., what they thought their own and others' attitudes were before reading the material). Results revealed that whereas participants in the second group accurately estimated others' attitude changes, they underestimated the extent to which their own attitudes were influenced.
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“Douglas and Sutton (2008) showed that people were effectively persuaded by proconspiracy material but were not aware that they had been persuaded and falsely recalled that their preexposure beliefs were identical to their new beliefs.”
From The Psychology of Conspiracy Theories (2017) · cites this paper as Douglas and Sutton (2008)
In the citing paper
“Further, recent findings suggest that people tend to be persuaded by conspiracy theories they are exposed to without being aware of it [20].”
From The Effects of Anti-Vaccine Conspiracy Theories on Vaccination Intentions (2014) · cites this paper as [20]
In the citing paper
“Psychologists are learning more about the traits and characteristics associated with beliefs in conspiracy theories more generally, such as mistrust, anomie, political cynicism and Machiavellianism [8], [20], [31], [50]”
From The Effects of Anti-Vaccine Conspiracy Theories on Vaccination Intentions (2014) · cites this paper as [20]
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“These perceptions seem to stem, in part, from an illusion of personal invulnerability—individuals are persuaded by some messages without being conscious of any change in their attitudes (Douglas & Sutton, 2004, 2008).”
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Sadeghiyeh, H., Ahmadi, I. K., Farhadbeigi, P., & Karimi, N. (2020) · PsyArXiv (OSF Preprints) · doi:10.31234/osf.io/p9wxj · Cited by 13
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“Previous findings indicate that individuals who believe in one conspiracy theory usually believe in others as well, even if they are in contradiction to each other [15, 17].”
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“In the discipline of psychology, Douglas and Sutton (2008) defined conspir-acy theories as “attempts to explain the ultimate cause of an event (usually one that is political or social) as a secret plot by a covert alliance of powerful individuals or organizations, rather than an overt activity or…”
Conspiracy Stress or Relief? Learned Helplessness and Conspiratorial Thinking
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“…premises, and nonfalsifiable premises for persuasion (Miller, 2002), they may be somewhat convincing for people who are craving for psychological comfort from conspiracy theories to cope with unpleasant, complex events beyond their control (Douglas & Sutton, 2008), like the pandemic of COVID-19.”
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“The tabloids handled celebrity gossip (Conboy 2014) and conspiracy theories (Douglas and Sutton 2008), while the broadsheets and political journalists led on disparaging comments about Diana’s contribution to Britain’s emotional life.”
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Not All Conspiracy Theories Are Created Equal
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Exploring psyop-based conspiracy theories on social media
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“These theories are persuasive and influence how people think, feel, and behave across various domains (e.g., Douglas & Sutton, 2004, 2008).”
Darder, A. B., & Gomila, A. (2024) · Topoi · doi:10.1007/s11245-024-10039-6 · Cited by 5
“This is supported by research that proves that believers in one conspiracy theory are likely to believe in others (Douglas and Sutton 2008).”
The social psychology of conspiracy theories: Key insights and future challenges
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Self-citationVerschwörungstheorien – ganz normal und doch ein Problem
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Conspiratorial thinking in the workplace: how it happens and why it matters
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“While our data do not allow for a disentangling of these two explanations, research by Douglas and Sutton (2004, 2008) suggests the latter explanation is more likely.”
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“Previous research has shown that some individuals are more inclined to believe in conspiracy theories and even believe in multiple contradictory theories (Douglas & Sutton, 2008; Keeley, 1999; Swami et al., 2010).”
BackgroundInfectious Images: Viral Internet Content in the Democratic Republic of Congo
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Toward French and Italian language validations of the Conspiracy Mentality Scale (CMS)
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“In other instances, researchers have developed ad-hoc scales for measuring specific conspiracy beliefs, merely relying on the face validity of those scales (e.g., Douglas & Sutton, 2008), with proper validation studies reported only in rare occasions (e.g., Shapiro et al., 2016).”
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Sonekar, H., Ilangovan, K., Barani, S., Muthappan, S., Sockalingam, G., Mathiyazhakan, M., & Ponnaiah, M. (2025) · Journal of Family Medicine and Primary Care · doi:10.4103/jfmpc.jfmpc_1556_24 · Cited by 1
“[28] Studies indicate that small sections will believe and propagate conspiracy theories without verifying the sources, which will be detrimental to public health efforts.”
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Technologie cyfrowe i kanały komunikacji w budowaniu relacji animatorów kultury z odbiorcami działań
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Conspiracist and paranormal beliefs: A typology of non-reductive ideation
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“…more prevalent in demographic groups that may be perceived to have lower societal status such as members of racial and ethnic minority communities (Douglas & Sutton, 2008; Goertzel, 1994), individuals with lower levels of education (Douglas et al., 2016), younger people (Goertzel, 1994), and…”
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“During problematic events, individuals would make attributions to powerful individuals and groups for causing those events (Douglas & Sutton, 2008).”
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“…about the COVID-19 vaccines in Slovakia, previous exposure to such information may have provided a sufficient and necessary impulse for activating conspiracy explanations in our participants even in the absence of conspiracy cues and without individuals being aware of it (Douglas & Sutton, 2008).”
What Is Interesting About Conspiracy Theories?
Tsapos, M. (2025) · Social Epistemology · doi:10.1080/02691728.2025.2566131 · Cited by 1
“9 For example, Goertzel (1994); Wood and Douglas (2013); Douglas and Sutton (2008); Wood and Gray (2019).”
Die-Hard Mubarak Supporters: A Cultural Perspective
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“For example, conspiracy theories have developed in the Western world around the death of JFK (McCauley & Jacques, 1979), the death of Princess Diana (Douglas & Sutton, 2008), and the 9/11 terrorist attack (Wood & Douglas, 2013).”
BackgroundSeepage, objectivity, and climate science
O’Loughlin, R. (2019) · Studies in History and Philosophy of Science Part A · doi:10.1016/j.shpsa.2019.07.002 · Cited by 1
The Age of Conspiracy Theory and the Promise of Apocalypse
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Dissemination of Conspiracy Theories as an Institutional Factor in the Dynamics of Formal Rules
Волоснікова, Н., Угрімова, І. В., & Gybanova, N. N. (2020) · Business Inform · doi:10.32983/2222-4459-2020-12-25-31 · Cited by 1
Investigating conspiracy beliefs: methodological biases and experimental challenges
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“Conspiracy theories (CTs) can be defined as ‘attempts to explain the ultimate cause of an event as a secret plot by a covert alliance of powerful individuals or organizations, rather than as an overt activity or natural occurrence’ (Douglas & Sutton, 2008, p. 211).”
InfluentialMeasurement issues and the role of cognitive biases in conspiracist ideation
Brotherton, R. (2013) · Goldsmiths Research Online · Cited by 1
Miller, D. T. (2019) · ResearchWorks at the University of Washington (University of Washington) · Cited by 1
A Bayesian-Rational Framework for Conspiracy TheoriesPreprint
Doyle, G. (2021) · doi:10.31234/osf.io/fupq3 · Cited by 1
Vaccination intentions during COVID-19 emergency: Correlational research in Italy and SerbiaPreprint
di Napoli, F. (2022) · PsyArXiv (OSF Preprints) · doi:10.31234/osf.io/y4zer · Cited by 1
The Coupling Operation of Public Culture and Ecological Culture
Dao-jin, S., & Yang, T. (2015) · Cross-cultural communication · doi:10.3968/%x
Sharma, R. (2017) · OhioLink ETD Center (Ohio Library and Information Network)
Metadata
- Authors
- Douglas, K. M., & Sutton, R. M.
- Affiliations
- University of Kent (GB)
- Venue
- The Journal of Social Psychology
- Publisher
- Informa UK Limited
- Published
- 2008-04
- Volume
- 148
- Issue
- 2
- Pages
- 210-222
- ISSN
- 0022-4545 (ISSN-L)
- 1940-1183
- OpenAlex
- W2047390304
- Cited by
- 247
- References
- 34
- Citations by year
- 2026: 23 · 2025: 16 · 2024: 20 · 2023: 19 · 2022: 25 · 2021: 29 · 2020: 21 · 2019: 12 · 2018: 7 · 2017: 15 · 2016: 8 · 2015: 12 · 2014: 9 · 2013: 13 · 2012: 7
- FWCI
- 11.53
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- The Journal of Social Psychology (publishedVersion)
- PubMed (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Misinformation and Its Impacts
- Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
- Social Sciences › Psychology › Social Psychology › Paranormal Experiences and Beliefs
- Keywords
- conspiracy theories, Princess Diana, perceived influence, attitude change, social influence
- MeSH terms
- Accidents, Traffic, Adolescent, Adult, Attitude to Death, England, Famous Persons, Female, Homicide, Humans, Deception, Male, Persuasive Communication, Psychological Theory, Public Opinion, Students, Wales
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