Conspiracy beliefs and the preference for natural treatments in medical decision-making.

Naturalness bias-the tendency to prefer natural products over synthetic alternatives-is a widespread phenomenon in consumer and health decision-making. Despite the lack of a clear scientific definition, the label "natural" evokes strong intuitive associations with purity, safety, and moral value. Interestingly, these associations often overlap with conspiratorial thinking, particularly in contexts where synthetic medical treatments are portrayed as harmful or profit-driven.