Conspiracy Theory Endorsement Profiles: A Cluster Validation Study
: Mäki, Otto; Marttila, Eetu; Häikiö, Tuomo; Pritup, Daria; Elovaara, Kaisa; Kivioja, Pasi; Kaakinen, Johanna
Publisher: Wiley
: 2026
European Journal of Social Psychology
: ejsp.70080
: 0046-2772
: 1099-0992
DOI: https://doi.org/10.1002/ejsp.70080
: https://doi.org/10.1002/ejsp.70080
: https://research.utu.fi/converis/portal/detail/Publication/523224456
A substantial body of research has investigated the determinants of conspiratorial beliefs, yet little is known about different conspiracy theory endorsement profiles. The present study used cluster analysis on a set of 52 conspiratorial statements tapping into six conspiracy theory types to identify and validate conspiracy theory endorsement clusters in a randomly drawn sample of the Finnish population (N = 1077). The cluster solution was then further validated in a social media-based convenience sample (N = 772). Four conspiracy theory endorsement clusters with distinct profiles were identified and validated across the samples. Participants who belonged to more conspiracy theory-endorsing clusters held more pseudoscientific beliefs and had lower political trust than participants in the less conspiracy theory-endorsing clusters. Mixed results were found concerning demographic differences. The results provide strong evidence for the existence of four conspiracy theory endorsement profiles and support the notion of a general conspiracy mindset.
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This work was supported by the Strategic Research Council (335233, 358271).