Deception plays a critical role in the dissemination of information, and has important consequences on the functioning of cultural, market-based and democratic institutions. Deception has been widely studied within the fields of philosophy, psychology, economics and political science. Yet, we still lack an understanding of how deception emerges in a society under competitive (evolutionary) pressures. This paper begins to fill this gap by bridging evolutionary models of social good- (PGGs)-with ideas from (Buller and Burgoon 1996 , 203-242. (doi:10.1111/j.1468-2885.1996.tb00127.x)) and (Levine 2014 , 378-392. (doi:10.1177/0261927X14535916); Levine 2019 . University of Alabama Press). This provides a well-founded analysis of the growth of deception in societies and the effectiveness of several approaches to reducing deception. Assuming that knowledge is a public good, we use extensive simulation studies to explore (i) how deception impacts the sharing and dissemination of knowledge in societies over time, (ii) how different types of knowledge sharing societies are affected by deception and (iii) what type of policing and regulation is needed to reduce the negative effects of deception in knowledge sharing. Our results indicate that cooperation in knowledge sharing can be re-established in systems by introducing institutions that investigate and regulate both defection and deception using a decentralized case-by-case strategy. This provides evidence for the adoption of methods for reducing the use of deception in the world around us in order to avoid a (Greco and Floridi 2004 , 73-81. (doi:10.1007/s10676-004-2895-2)).

This study is framed in theories of illness uncertainty (Babrow, A. S., 2007, Problematic integration theory. In B. B. Whaley & W. Samter (Eds.), Explaining communication: Contemporary theories and exemplars (pp. 181-200). Mahwah, NJ: Erlbaum; Babrow & Matthias, 2009; Brashers, D. E., 2007, A theory of communication and uncertainty management. In B. B. Whaley & W. Samter (Eds.), Explaining communication: Contemporary theories and exemplars (pp. 201-218). Mahwah, NJ: Erlbaum; Hogan, T. P., & Brashers, D. E. (2009). The theory of communication and uncertainty management: Implications for the wider realm of information behavior. In T. D. Afifi & W. A. Afifi (Eds.), Uncertainty and information regulation in interpersonal contexts: Theories and applications, (pp. 45-66). New York, NY: Routledge; Mishel, M. H. (1999). Uncertainty in chronic illness. Annual Review of Nursing Research, 17, 269-294; Mishel, M. H., & Clayton, M. F., 2003, Theories of uncertainty. In M. J. Smith & P. R. Liehr (Eds.), Middle range theory for nursing (pp. 25-48). New York, NY: Springer) and health information management (Afifi, W. A., & Weiner, J. L., 2004, Toward a theory of motivated information management. Communication Theory, 14, 167-190. doi:10.1111/j.1468-2885.2004.tb00310.x; Greene, K., 2009, An integrated model of health disclosure decision-making. In T. D. Afifi & W. A. Afifi (Eds.), Uncertainty and information regulation in interpersonal contexts: Theories and applications (pp. 226-253). New York, NY: Routledge) and examines how couples experience uncertainty and interference related to one partner's chronic health condition. Specifically, a model is hypothesized in which illness uncertainty (i.e., stigma, prognosis, and symptom) and illness interference predict communication efficacy and health condition management. Participants include 308 dyads in which one partner has a chronic health condition. Data were analyzed using structural equation modeling. Results indicate that there are significant differences in (a) how patients and partners experience illness uncertainty and illness interference and (b) how appraisals of illness uncertainty and illness interference influence communication efficacy and health condition management. We discuss the findings and implications of the study.

We present a general theory about how campaigns can have effects and suggest that the evaluation of communication campaigns must be driven by a theory of effects. The National Youth Anti-Drug Media Campaign illustrates both the theory of campaign effects and implications that theory has for the evaluation design. Often models of effect assume that individual exposure affects cognitions that continue to affect behavior over a short term. Contrarily, effects may operate through social or institutional paths as well as through individual learning, require substantial levels of exposure achieved through multiple channels over time, take time to accumulate detectable change, and affect some members of the audience but not others. Responsive evaluations will choose appropriate units of analysis and comparison groups, data collection schedules sensitive to lagged effects, samples able to detect subgroup effects, and analytic strategies consistent with the theory of effects that guides the campaign.