The role of emotions Could it be that other emotions have the same effect? There are reasons to believe that experiencing an emotion, any emotion, might encourage people to share certain content. This also happens in everyday life. When you Tongliao Phone Number have received good or bad news, you often want to share it with someone. This helps us to strengthen our social bond, because we experience the same feeling at that moment.
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This expands one’s frame of reference and encourages Tongliao Phone Number self-transcendence (transcending one’s individual self). This feeling can Tongliao Phone Number be evoked by everything around us, for example through art, landscapes, music, knowledge, and so on. This feeling encourages article sharing and plays a big role in why certain content goes viral. The emotion of sadness To find out whether sharing content also applies to other emotions, Holiday’s study looked at the emotion of sadness. A score was assigned to each article Tongliao Phone Number based on how much distress it evoked. If an emotion reinforced sharing, then sadness (like awe) should also increase sharing.
But it didn’t. In fact, sadness has the opposite effect;Tongliao Phone Number sad articles were 16% less likely to be shared. The emotion of sadness therefore made Tongliao Phone Number people less inclined to share. Then you may wonder: what’s the difference? Why do some emotions encourage sharing and others don’t? The most obvious difference is positivity. One emotion isTongliao Phone Number positive and the other negative. Can positive emotions increase sharing, but decrease negative emotions? The emotions of anger and fear.