Hidden wisdom or pseudo-profound bullshit? The effect of speaker admirability

How do people reason in response to ambiguous messages shared by admirable individuals? Using behavioral markers and self-report questionnaires, in two experiments (N = 571) we examined the influence of speakers’ admirability on meaning-seeking and wise reasoning in response to pseudo-profound bullshit. In both studies, statements that sounded superficially impressive but lacked intent to communicate meaning generated meaning-seeking, but only when delivered by high admirability speakers (e.g., the Dalai Lama) as compared to low admirability speakers (e.g., Kim Kardashian). The effect of speakers’ admirability on meaning-seeking was unique to pseudo-profound bullshit statements and was absent for mundane (Study 1) and motivational (Study 2) statements. In Study 2, participants also engaged in wiser reasoning for pseudo-profound bullshit (vs. motivational) statements and did more so when speakers were high in admirability. These effects occurred independently of the amount of time spent on statements or the complexity of participants’ reflections. It appears that pseudo-profound bullshit can promote epistemic reflection and certain aspects of wisdom, when associated with an admirable speaker.