Social Contagion of Astrology in the Social Media amid COVID-19 Pandemic

Abstract

This cross-sectional study aimed to determine the associations of the extent of Social Contagion - Conscious Behavioral Response (CBR) towards Astrology on social media among Filipino Post-Millennial university students aged 18 to 23 years old with their demographics, Stress Level (SL), and Level of Susceptibility to Barnum effect (LSB) during the COVID-19 pandemic. A total of 406 respondents participated in the online survey and data were analyzed using descriptive and non-parametric inferential statistics. Findings showed that respondents have high SL, moderate CBR level, and high LSB. Female respondents were found to have significantly higher CBR Factor Scores compared too males (p< 0.000). Thus, the females tended to be more consumers of Astrology in the social media. Other variables tested (religion, p=0.128; residence type, p= 0.736; age, p= 0.339) showed no statistical significant difference between the sample’s CBR Factor Scores. Also, a person’s stress level during the COVID-19 pandemic (in terms of the situation’s manageability and uncertainty) revealed a statistical significant association with their susceptibility to the Barnum effect (odds ratio 1.252686, p= 0.002). Thus, the more stressed a person is, he tend to manifest higher consumption of Astrology related information in the social media due to high uncertainty and less capacity to control the situation despite high management capacity score. Furthermore, activities involved in the consumption of Astrology through social media revealed a positive moderate significant association with their level of susceptibility to the Barnum effect (r=0.603, p<0.000). In a pandemic situation, the females consumed more Astrology related information even if the information is vague and may be to general to absorbed. Overall, the higher the SL and the higher the CBR, the higher the LSB. Thus, in this period of COVID-19 pandemic, females are more susceptible to higher level of Barnum Effect as they consumed higher level of Astrology related information triggered by higher level of stress brought by the high level of uncertainty and low level of individual’s control to thee current pandemic situation.

Personality assessment usage and mental health among Chinese adolescents: A sequential mediation model of the Barnum effect and ego identity

“…Unscientific personality assessments are beneficial to adolescents in the identity-cognition stage, increasing their ego identity. These results are in line with previous empirical studies in astrology, which showed that the contract of astrology information is related to the promotion of self-concept ( Lillqvist and Lindeman, 1998 ; Lopez et al, 2021 ). As mentioned above, ego identity can be understood as a maturity of self-concept ( Guo and Che, 2004 ).…”

“…We measured Barnum effect susceptibility by adapting and translating the scale by Lopez et al (2021) . Based on this scale, the Barnum effect susceptibility level to the MBTI was examined in three dimensions: personal accuracy rating (“the personality traits about my MBTI are accurate”), interpretation favorability rating (“the MBTI affirms my inner self”), and interpretation exclusivity rating (“the MBTI interpretations suit my characteristics more than they do other people”).…”

“…The results of psychological tests can predict a person’s ego strength and indicate primary ways to handle their life ( Mosak and Gushurst, 2018 ). Thirdly, when looking into popular culture, astrology information on SNSs was found to possibly help alleviate stress from uncertainty ( Lopez et al, 2021 ).…”

“…They also raised the possibility that astrological information affects individuals’ well-being through this path. Recently, Lopez et al (2021) found significant associations among exposure to astrology information, the Barnum effect, and individual stress levels.…”

Fixating on the future: An overview of increased astrology use

“…This may be associated with the desire for meaning-making during times of stress as the need for meaning has been found to be a predictor of paranormal and religious beliefs (FioRito et al, 2021). And increased susceptibility to the Barnum effect is linked to increased consumption of astrology-related content (Lopez et al, 2021).…”