Poisoning the Well: How Astroturfing Harms Trust in Advocacy Organizations

Sociological research on social movements and politics holds that advocacy organizations are typically trusted to be authentic agents of their constituents. At the same time, however, businesses and other outside interests often engage in covert “astroturfing” strategies in which they ventriloquize claims through apparently independent grassroots associations (but which are entirely funded and staffed to benefit the sponsor). These widespread and deceptive strategies may harm trust in advocacy groups overall, extending beyond those revealed to be involved, through a mechanism of categorical stigmatization. This study is the first to test how revealed covert patronage may “poison the well” for all advocacy groups, with implications for how social movements and other advocacy causes suffer harm from illegitimate political practices by other organizations. The authors carried out two survey-experiments in which a local advocacy organization was revealed to be operating, respectively, as a “front” for either a corporation or think tank; in each experiment, conditions varied depending upon whether the sponsor was presented as highly reputable, low reputation, or with no specified reputation. In both experiments, astroturfing led to significant declines in trust in advocacy groups overall. We highlight implications for theory and research on social movements, organizational theory, and political processes.