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Negativity drives online news consumption.
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- Author(s): Robertson CE;Robertson CE; Pröllochs N; Pröllochs N; Schwarzenegger K; Schwarzenegger K; Pärnamets P; Pärnamets P; Van Bavel JJ; Van Bavel JJ; Van Bavel JJ; Feuerriegel S; Feuerriegel S; Feuerriegel S
- Source:
Nature human behaviour [Nat Hum Behav] 2023 May; Vol. 7 (5), pp. 812-822. Date of Electronic Publication: 2023 Mar 16.- Publication Type:
Journal Article; Research Support, Non-U.S. Gov't- Language:
English - Source:
- Additional Information
- Source: Publisher: Springer Nature Publishing Country of Publication: England NLM ID: 101697750 Publication Model: Print-Electronic Cited Medium: Internet ISSN: 2397-3374 (Electronic) Linking ISSN: 23973374 NLM ISO Abbreviation: Nat Hum Behav Subsets: MEDLINE
- Publication Information: Original Publication: [London] : Springer Nature Publishing, [2017]-
- Subject Terms:
- Abstract: Online media is important for society in informing and shaping opinions, hence raising the question of what drives online news consumption. Here we analyse the causal effect of negative and emotional words on news consumption using a large online dataset of viral news stories. Specifically, we conducted our analyses using a series of randomized controlled trials (N = 22,743). Our dataset comprises ~105,000 different variations of news stories from Upworthy.com that generated ∼5.7 million clicks across more than 370 million overall impressions. Although positive words were slightly more prevalent than negative words, we found that negative words in news headlines increased consumption rates (and positive words decreased consumption rates). For a headline of average length, each additional negative word increased the click-through rate by 2.3%. Our results contribute to a better understanding of why users engage with online media.
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