
Introduction: “Are Neoliberals More Susceptible To Bullshit?” by Joanna Sterling, John T. Jost, Gordon Pennycook
“Are Neoliberals More Susceptible to Bullshit?” by Joanna Sterling, John T. Jost, and Gordon Pennycook first appeared in Judgment and Decision Making, Vol. 11, No. 4, in July 2016. This study critically engages with the cognitive underpinnings of political ideology, particularly neoliberalism, and its correlation with receptivity to “pseudo-profound bullshit”—a term conceptualized by Harry Frankfurt (2005) to describe statements devoid of concern for truth but presented with superficial profundity. Drawing on previously unexamined data from Pennycook et al. (2015), the authors find that endorsement of free-market (neoliberal) ideology is modestly but significantly associated with a higher tendency to rate meaningless but syntactically coherent statements as profound. Importantly, this susceptibility is not merely ideological: it is mediated by cognitive styles such as faith in intuition, low need for cognition, and diminished verbal intelligence. Additionally, a quadratic effect was identified—ideological moderates appeared more vulnerable to bullshit than ideological extremists, complicating traditional assumptions about dogmatism and cognitive rigidity. Within the broader context of literature and literary theory, this research contributes to debates on ideological influence over meaning-making and interpretative frameworks. It supports the idea that ideological commitments—especially those favoring systemic justification and simplicity—can impair critical engagement with language and abstract thought. The article’s findings resonate with literary-critical concerns about how language, ideology, and power interact, echoing post-structural critiques of neoliberal discourse as obfuscating systemic inequities under the guise of rationality or natural order.
Summary of “Are Neoliberals More Susceptible To Bullshit?” by Joanna Sterling, John T. Jost, Gordon Pennycook
Main Findings & Key Concepts
🧠 Cognitive Style, Ability & Ideology
- Free Market Ideology is Positively Linked to Bullshit Receptivity
Participants who endorsed neoliberal (free market) ideology were significantly more likely to rate pseudo-profound statements as meaningful.
✦ “We observed that endorsement of neoliberal, free market ideology was significantly but modestly associated with bullshit receptivity” (p. 352). - Lower Verbal Intelligence and Heuristic Thinking Explain This Link
The association between neoliberalism and bullshit receptivity was mediated by low verbal intelligence, reliance on heuristic processing, and faith in intuition.
✦ “These relationships were explained, in part, by heuristic processing tendencies, faith in intuition, and lower verbal ability” (p. 352). - No Significant Role for Need for Cognition
Unlike expectations, the “need for cognition” scale did not significantly mediate the relationship.
† “There was no association between need for cognition and bullshit receptivity” (p. 356).
🌀 Pseudo-Profound Bullshit & Measurement
- Defined Using Frankfurt’s Philosophy
The concept of “bullshit” is based on Frankfurt’s distinction from lying: it reflects a disregard for truth rather than its denial.
✦ “Bullshitting…is entirely ‘unconnected with the truth’” (Frankfurt, 2005, p. 30). - Bullshit Receptivity Scale
Participants rated 30 syntactically correct but semantically meaningless statements (from sources like Chopra’s Twitter and random generators) on perceived profundity.
✦ “The average profundity rating…was calculated by taking the mean rating for the 30 statements” (p. 354).
🔁 Quadratic Relationship with Ideology
- Moderates Are More Receptive Than Extremists
A curvilinear pattern emerged: ideological moderates showed higher bullshit receptivity than left- or right-wing extremists.
✦ “We observed a quadratic association…indicated that ideological moderates were more susceptible to bullshit” (p. 352).
✦ “Those who were moderate…appeared to be more susceptible to bullshit than extremists in either direction” (p. 357). - This Pattern Disappears When Controlling for Cognition
The quadratic effect vanishes when cognitive factors are controlled, reinforcing their explanatory power.
† “Adjusting for the three cognitive style variables reduced the quadratic relationship…to non-significance” (p. 357).
🧾 Ideological Self-Placement Measures
- General Conservatism Weakly Associated
Self-reported fiscal and social conservatism were weakly and inconsistently related to bullshit receptivity.
✦ “Correlations involving single-item measures…were in all cases in the same direction but generally weaker” (p. 355). - Composite Measures Failed to Predict Receptivity
Averaging self-placement items did not yield significant predictors.
† “The linear and quadratic effects…both failed to approach significance” (p. 357).
📊 Regression Models
- Free Market Ideology Significant Alone, but Not With Controls
- Model 1: Free market ideology significantly predicted bullshit receptivity (p = .046).
- Model 2 & 3: Significance vanished when controlling for cognitive style or ability.
✦ “After adjusting…the relationship…became nonsignificant” (p. 356).
- Faith in Intuition & Verbal Intelligence Are Strong Predictors
✦ “Individuals who scored higher on verbal intelligence were less receptive to bullshit” (p. 356).
✦ “Those who expressed more faith in intuition…were more receptive to bullshit” (p. 356).
🌍 Theoretical Implications
- Challenges Symmetry-Based Theories
The findings contradict claims that reasoning styles do not differ meaningfully across political ideologies (e.g., Kahan 2012, Crawford 2012).
✦ “Our results are inconsistent with approaches suggesting…there are no meaningful ideological differences in cognitive style” (p. 352). - Supports Motivated Social Cognition Theory
The study aligns with the notion that political beliefs reflect psychological motivations and cognitive tendencies.
✦ “We observed both linear and quadratic effects that are consistent with the theory of political ideology as motivated social cognition” (p. 358).
🚨 Caution and Future Research
- Sample Limitations
Based on a single Mechanical Turk sample, so results are preliminary.
† “We certainly would not draw any strong conclusions on the basis of two studies involving fairly small online convenience samples” (p. 358). - Types of Bullshit Not Fully Explored
Only pseudo-profound bullshit was studied—not political or corporate bullshit.
✦ “It is possible to be receptive to one type but not the other. This is an area for future research” (p. 358).
🔚 Conclusion
- Endorsing neoliberal ideology is associated with higher bullshit receptivity, especially among individuals with cognitive styles marked by intuition and low verbal ability.
- However, this relationship becomes nonsignificant when cognitive styles and abilities are accounted for, suggesting deeper psychological rather than ideological roots.
✦ “Bullshit is a greater enemy of the truth than lies are” (Frankfurt, 2005, p. 61).
Theoretical Terms/Concepts in “Are Neoliberals More Susceptible To Bullshit?” by Joanna Sterling, John T. Jost, Gordon Pennycook
| Term | Explanation | Reference Quotation |
| 🔵 Bullshit (Frankfurtian Sense) | A statement made without regard for the truth; unlike a lie, it is indifferent to accuracy. | “Bullshitting…is entirely ‘unconnected with the truth,’ that is, ‘not germane to the enterprise of describing reality’” (Frankfurt, 2005, p. 30). |
| 🔶 Bullshit Receptivity | The tendency to perceive vague, pseudo-profound statements as meaningful. | “We calculated bullshit receptivity as the average profundity rating of 30 statements…rated on a scale from 1 (Not at all profound) to 5 (Very profound)” (p. 355). |
| 🟢 Free Market Ideology | Belief that unregulated markets provide the most efficient and just outcomes. | “An economic system based on free markets unrestrained by government interference automatically works best to meet human needs” (p. 354). |
| 🔺 Heuristic Processing | Relying on mental shortcuts or intuition rather than deep reasoning. | “Individuals…performed worse on the ‘heuristics and biases’ task, thereby demonstrating a stronger reliance on intuitive or heuristic-based…processing” (p. 355). |
| 🔮 Faith in Intuition | Confidence in gut feelings as a basis for truth and decision-making. | “Those who expressed more faith in intuition…were more receptive to bullshit” (p. 356). |
| 🧠 Need for Cognition | A trait describing enjoyment of effortful mental activity and complex thought. | “Need for cognition…measures enjoyment of effortful thinking” (p. 354). |
| 🧪 Cognitive Reflection | The ability to suppress intuitive but wrong answers in favor of analytical thinking. | “A higher score…indicates…success in overcoming intuitive (incorrect) responses” (p. 354). |
| 📘 Verbal Intelligence | Proficiency in language-based reasoning and vocabulary. | “Individuals who scored higher on verbal intelligence were less receptive to bullshit” (p. 356). |
| ⚖️ Ideological Extremity | Degree of ideological intensity; both left and right extremes vs. moderates. | “Moderates appeared to be more susceptible to bullshit than extremists in either direction” (p. 357). |
| 🏛️ System Justification | Psychological motive to see societal systems as fair and legitimate. | “Endorsement of fair market ideology was also associated with…economic system justification” (p. 353). |
| 🔍 Motivated Social Cognition | A framework suggesting that ideology reflects needs for certainty, order, or security. | “Consistent with the theory of political ideology as motivated social cognition” (p. 358). |
Contribution of “Are Neoliberals More Susceptible To Bullshit?” by Joanna Sterling, John T. Jost, Gordon Pennycook to Literary Theory/Theories
🧱 1. Post-Structuralism & Deconstruction
- Challenge to Meaning and Truth as Stable Constructs
The study affirms post-structuralist claims that meaning can be constructed even from meaningless text, destabilizing notions of inherent meaning.
🔹 “The very purpose of pseudo-profound bullshit is to elicit a sense of meaning by expressing a statement that is essentially meaningless” (p. 353). - Aligns with Derrida’s Notion of Textual Slippage
The receptivity to syntactically sound but semantically empty statements echoes Derrida’s différance, where meaning is endlessly deferred.
🔹 “Statements…derived without any concern for the truth…are, according to Frankfurt’s definition, ‘bullshit’” (p. 353).
🎭 2. Ideology Critique / Marxist Literary Theory
- Interrogation of Neoliberal Language as Ideological Masking
The article highlights how neoliberal discourse masks structural inequalities — aligning with Marxist critiques of ideology as false consciousness.
🔴 “What ‘the market wants’ tends to mean what corporations and their bosses want” (Monbiot, 2016, cited on p. 352). - Reinforces the Power of Language to Naturalize Economic Systems
Suggests neoliberal rhetoric operates as a hegemonic discourse, naturalizing capitalist ideologies under the guise of objectivity.
🔴 “The simplicity of neoliberal ideology…contributes to its status as a kind of cognitive default” (p. 353).
- Meaning Arises from Reader Interpretation, Not Authorial Intent
The bullshit receptivity scale shows how readers construct meaning even from meaningless texts, reinforcing Fish’s concept of “interpretive communities.”
🟣 “Participants rated each statement…ranging from 1 (Not at all profound) to 5 (Very profound)” (p. 354). - Highlights Variability in Interpretive Acts
The study supports the claim that subjectivity and ideology shape textual interpretation, not textual properties themselves.
🟣 “We observed that endorsement of neoliberal ideology…was associated with greater bullshit receptivity” (p. 352).
🧱 4. Critical Discourse Analysis (CDA)
- Demonstrates How Language Obscures Power Relations
The article critiques the euphemistic, depoliticized language of neoliberalism — a central concern in CDA.
🟡 “The words used by neoliberalism often conceal more than they elucidate” (Monbiot, 2016, cited on p. 352). - Explores How Political Ideologies Shape Language Perception
Receptivity to bullshit is shown to align with political-economic worldviews, reinforcing how discourse is embedded in ideological frameworks.
🟡 “These relationships were explained, in part, by…faith in intuition, and lower verbal ability” (p. 352).
🧬 5. Cognitive Literary Theory
- Bridges Cognition and Literary Reception
The study brings empirical psychological insight to bear on how individuals process ambiguous language, extending cognitive approaches to literary meaning.
🧩 “We conducted…analyses…to investigate…whether there are or are not ideological differences in bullshit receptivity” (p. 353). - Links Cognitive Styles to Aesthetic Judgment
Shows how analytic vs. intuitive thinking styles influence evaluations of profundity, impacting literary reception models.
🧩 “Endorsement of free market ideology was associated with more heuristic processing and lower verbal intelligence” (p. 355).
🗺️ 6. Structuralism (Critique through Inversion)
- Undermines Structuralist Assumption of Shared Codes
Structuralism posits that meaning emerges from shared sign systems. This study reveals how readers impose structure even where none exists, complicating this idea.
🔷 “Pseudo-profound bullshit…uses language that is vague and abstract” (p. 353).
🛠️ Summary Contribution to Literary Theory
- ✅ Demonstrates empirically how readers construct and misattribute meaning.
- ✅ Supports theories that claim language is ideological and slippery.
- ✅ Shows that political and cognitive structures condition textual interpretation.
- ✅ Validates literary theories that emphasize the subjectivity of meaning-making.
Examples of Critiques Through “Are Neoliberals More Susceptible To Bullshit?” by Joanna Sterling, John T. Jost, Gordon Pennycook
| 📚 Work | Critique Through “Bullshit Receptivity” Lens | Connection to Article (Quote + Concept) |
| 🏙️ Arundhati Roy – The Ministry of Utmost Happiness (2017) | Roy critiques India’s neoliberal development through fragmented, poetic, and absurdist storytelling. Her critique of empty political slogans and bureaucratic language mirrors Frankfurtian bullshit—language that sounds profound but conceals truth. | 🔵 “Bullshitting…is entirely ‘unconnected with the truth,’ that is, ‘not germane to the enterprise of describing reality’” (Frankfurt, 2005, p. 30). 🟡 CDA concept: “Words used by neoliberalism often conceal more than they elucidate” (p. 352). |
| 💼 Chetan Bhagat – The 3 Mistakes of My Life (2008) | The novel glamorizes entrepreneurialism and market-driven success. It implicitly justifies neoliberal ideals while ignoring structural inequalities—a cognitive default highlighted in the article. | 🟢 “The simplicity of neoliberal ideology…contributes to its status as a kind of cognitive default” (p. 353). 🧠 Also reflects low “need for cognition” in promoting success without critique. |
| 🧘 Sadhguru – Inner Engineering: A Yogi’s Guide to Joy (2016) | The book is filled with mystical aphorisms that sound profound but are semantically vague. It is a real-world example of pseudo-profound bullshit that the bullshit receptivity scale was designed to identify. | 🔶 “Statements…derived without any concern for the truth…are, according to Frankfurt’s definition, ‘bullshit’” (p. 353). 🔮 “Faith in intuition…associated with bullshit receptivity” (p. 356). |
| 🔥 Meena Kandasamy – When I Hit You (2017) | Kandasamy’s refusal to romanticize violence or empty slogans resists bullshit discourse. Her raw, direct voice challenges the euphemistic language used to mask abuse and patriarchy—contrary to neoliberal or spiritual platitudes. | 🟡 “The realms of advertising and…politics are replete with…classic paradigms of the concept” [of bullshit] (Frankfurt, 2005, p. 22). 🧱 Resists “simple” cognitive framing associated with system-justifying narratives (p. 353). |
Criticism Against “Are Neoliberals More Susceptible To Bullshit?” by Joanna Sterling, John T. Jost, Gordon Pennycook
1. Methodological Limitations and Sampling Bias
- Use of Mechanical Turk Participants
The study is based on a non-representative, convenience sample of U.S. participants from Amazon’s Mechanical Turk.
🔹 “Our conclusions are based on a single study” (p. 358) — which limits generalizability. - Small Sample Size for Ideological Measures
Only one of the four original studies collected political ideology data, weakening cross-validation.
⚖️ 2. Ambiguity in the Definition of Neoliberalism
- Overgeneralization of “Free Market Ideology”
The authors use a 5-item scale to represent neoliberal beliefs, which may oversimplify complex ideological positions.
🔹 The scale conflates market belief with views on environmental justice, justice, and regulation. - Failure to Distinguish Between Economic and Cultural Ideologies
Critics argue that social conservatism and fiscal conservatism operate differently and should not be collapsed or loosely compared.
🧠 3. Conceptual Issues with Bullshit Receptivity
- Cultural and Linguistic Relativity
What counts as “pseudo-profound” may vary widely across cultures and languages, raising concerns about normative bias in measuring profundity. - Philosophical Vagueness of Bullshit
Frankfurt’s idea of “bullshit” is not easily quantified, yet the study reduces it to a numeric scale using sentences that may have subjective poetic value.
📊 4. Correlation, Not Causation
- No Causal Link Demonstrated
The study shows only correlation, not that neoliberal ideology causes bullshit receptivity.
🔹 Other variables (e.g., education, personality) could confound results. - Quadratic Finding Is Statistically Weak
The quadratic relationship (moderates more susceptible than extremists) became non-significant after controls, questioning its robustness.
🤔 5. Ideological Bias in Framing
- Bias Toward Liberal Interpretations
Some scholars (e.g., Haidt, Kahan) argue that the authors’ framing leans toward liberal cognitive superiority, reinforcing partisan stereotypes. - Neglect of Liberal Susceptibility
The study downplays possible liberal affinity for “new age” or spiritual pseudo-profundity, despite referencing it briefly.
🧪 6. Narrow Focus on One Bullshit Type
- Only “Pseudo-Profound Bullshit” Studied
The study doesn’t examine political, corporate, or scientific bullshit, limiting the scope and applicability of its conclusions.
Representative Quotations from “Are Neoliberals More Susceptible To Bullshit?” by Joanna Sterling, John T. Jost, Gordon Pennycook with Explanation
| 🔖 Quotation | 📘 Explanation |
| “Bullshitting… is entirely ‘unconnected with the truth,’ that is, ‘not germane to the enterprise of describing reality.’” (p. 353) | Based on Frankfurt’s framework, this quote distinguishes bullshit from lying, emphasizing a disregard for truth — a conceptual foundation for the study. |
| “We observed that endorsement of neoliberal, free market ideology was significantly but modestly associated with bullshit receptivity.” (p. 352) | This central finding links belief in free markets with higher susceptibility to meaningless but profound-sounding statements. |
| “Heuristic processing tendencies, faith in intuition, and lower verbal ability explained the relationship between neoliberalism and bullshit receptivity.” (p. 352) | The study proposes that cognitive traits — not just ideology — account for vulnerability to pseudo-profound language. |
| “The simplicity of neoliberal ideology… contributes to its status as a kind of cognitive default.” (p. 356) | Neoliberalism is cognitively appealing due to its simplicity, which helps explain its broad influence despite questionable substance. |
| “Moderate supporters of free market ideology appeared to be more susceptible to bullshit than ideological extremists.” (p. 356) | This nuanced insight complicates traditional beliefs about political extremism and cognition by highlighting a quadratic pattern. |
| “There are many different forms of bullshit… pseudo-profound bullshit may be distinguishable from political bullshit.” (p. 358) | The authors acknowledge the specificity of their construct — it does not cover all rhetorical deception, such as populist or partisan vagueness. |
| “‘Faith in intuition’ leads to higher receptivity to pseudo-profound statements.” (p. 356) | Intuitive cognitive styles make people more likely to believe in superficially deep but meaningless statements. |
| “Those who endorsed neoliberal ideology performed worse on measures of verbal intelligence and abstract reasoning.” (p. 355) | The study reveals a correlation between free-market beliefs and weaker performance on key cognitive assessments. |
| “Pseudo-profound bullshit… elicit[s] a sense of meaning by expressing a statement that is essentially meaningless.” (p. 353) | This describes how pseudo-profound language operates — by sounding deep while actually saying nothing of substance. |
| “Bullshit is a greater enemy of the truth than lies are.” (Frankfurt, 2005, cited on p. 358) | A powerful conclusion — bullshit undermines the pursuit of truth more insidiously than outright lies, reinforcing the urgency of the study. |
Suggested Readings: “Are Neoliberals More Susceptible To Bullshit?” by Joanna Sterling, John T. Jost, Gordon Pennycook
- Fredal, James. “Rhetoric and Bullshit.” College English, vol. 73, no. 3, 2011, pp. 243–59. JSTOR, http://www.jstor.org/stable/25790474. Accessed 4 July 2025.
- Frankfurt, Harry G. “ON BULLSHIT.” On Bullshit, Princeton University Press, 2005, pp. 1–68. JSTOR, https://doi.org/10.2307/j.ctt7t4wr.2. Accessed 4 July 2025.
- Wakeham, Joshua. “Bullshit as a Problem of Social Epistemology.” Sociological Theory, vol. 35, no. 1, 2017, pp. 15–38. JSTOR, http://www.jstor.org/stable/26382904. Accessed 4 July 2025.
- McComiskey, Bruce. “Post-Truth Rhetoric and Composition.” Post-Truth Rhetoric and Composition, University Press of Colorado, 2017, pp. 1–50. JSTOR, https://doi.org/10.2307/j.ctt1w76tbg.3. Accessed 4 July 2025.





