Effects of debunking interventions on endorsement of alternative medicine: a randomized controlled experiment in Peru

Debunking interventions to tackle misconceptions related to scientific issues have gained momentum, especially in the context of health care. In this randomized controlled experiment, we assessed the effectiveness of tailored (i.e., contrarian information addressing participants' specific motives with an affirmation of their psychological profile) and non-tailored (i.e., general contrarian information regardless of participants' psychological profile) debunking interventions in a sample of 167 Peruvian participants with positive attitudes toward egg cleanse, a popular local alternative medicine treatment. Our debunking interventions did not significantly correct attitudinal variables related to egg cleanse, such as belief in effectiveness, future use, and preference over conventional medicine. However, exploratory analyses showed significant reductions in endorsement of usage reasons within both the tailored debunk (d = 0.50) and non-tailored debunk (d = 0.62) groups. Moreover, a comparison between the two debunking groups indicated that participants who received a tailored debunk were more satisfied with the interaction with the physician than those who received a non-tailored debunk (d = 0.73). These results suggest that debunking interventions on misinformed health beliefs could have an impact also in the Peruvian cultural context and for alternative medicine, even though more direct attitudinal variables are particularly resistant to change. Strengths and weaknesses of tailored and non-tailored approaches to health misinformation, as well as future research pathways to shed light on the impact and pitfalls of debunking interventions, are discussed.