Challenges to correcting pluralistic ignorance: false consensus effects, competing information environments, and anticipated social conflict

For many policy issues, people holding the majority opinion often do not act in accordance with their beliefs. While underestimating public opinion appears as a likely cause, correcting this misperception often fails to motivate those in the majority to act. Investigating further, we surveyed a nationally representative sample (N = 1,000) of Republican voters about vaccination. Despite a majority supporting vaccines, Republicans on average underestimated other Republicans’ support. However, this misperception occurred primarily among anti-vaccine Republicans—a group that reported a greater willingness to share their vaccine views. We show how an information environment overrepresented with minority views may discourage majority view holders from speaking out even when they are aware of their majority status. That is, instead of experiencing pluralistic ignorance, those in the majority may be discouraged from expressing their views due to anticipated social conflict from engaging in an information environment disproportionately made up of minority views.