Conspiracy theories are widely viewed as stigmatized beliefs, and it is often assumed that sharing them will therefore have negative reputational consequences for individuals. In six experiments (two pre-registered), we examined how sharing conspiracy theories can have important consequences for both impression-management and impression-formation. Experiment 1 (N = 354) highlighted people's awareness of an impression-management strategy in sharing conspiracy theories. Participants perceived that others would share conspiracy theories when aiming to create unfavorable impressions, and would avoid sharing them to create favorable impressions. Experiments 2 and 3 (Ns = 137 and 150) examined participants' own impression-management motives for sharing conspiracy theories and demonstrated that these motives depended on their own conspiracy beliefs. Specifically, participants with weaker conspiracy beliefs perceived that they would share conspiracy theories mainly to portray themselves negatively, and as radical, unstable, and unique people, whereas those with stronger conspiracy beliefs perceived that they would share conspiracy theories mainly to appear stable and honest. Experiments 4a, 4b and 5 (Ns = 248, 250 and 417) focused on impression-formation. Participants evaluated fictitious politicians who shared (vs. refuted) conspiracy theories as less predictable and competent, but also as a “rogue” political outsider who is likely to effect change. Moderation analyses indicated that these differences were less pronounced or even reversed among participants with right-wing attitudes (Experiments 4a, Experiment 5) and those with strong conspiracy beliefs (Experiment 5). We discuss the importance of examining conspiracy theories from this communicative perspective.

阴谋论被广泛视为被污名化的信念，因此通常认为分享它们会对个人产生负面的声誉后果。在六个实验中（两个预先注册），我们研究了共享阴谋论如何对印象管理和印象形成产生重要影响。实验 1 ( N  = 354) 强调了人们在分享阴谋论时对印象管理策略的认识。参与者认为，其他人会在旨在制造不利印象时分享阴谋论，而会避免分享阴谋论以创造有利印象。实验 2 和 3 ( Ns = 137 和 150）检查了参与者自己分享阴谋论的印象管理动机，并证明这些动机取决于他们自己的阴谋信念。具体而言，阴谋信念较弱的参与者认为他们分享阴谋论主要是为了将自己描绘成消极、激进、不稳定和独特的人，而阴谋信念较强的参与者认为他们分享阴谋论主要是为了显得稳定和诚实。实验 4a、4b 和 5 ( Ns = 248、250 和 417）专注于印象形成。参与者评估了那些分享（相对于被驳斥）阴谋论的虚构政客，认为他们的可预测性和能力较差，但也认为他们是一个可能影响变革的“流氓”政治局外人。适度分析表明，这些差异在具有右翼态度的参与者（实验 4a，实验 5）和具有强烈阴谋信念的参与者（实验 5）中不太明显甚至逆转。我们从这种交流的角度讨论了检查阴谋论的重要性。