Dataset Information

Negativity drives online news consumption.

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.

SUBMITTER: Robertson CE

PROVIDER: S-EPMC10202797 | biostudies-literature | 2023 May

REPOSITORIES: biostudies-literature

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Negativity drives online news consumption.

Robertson Claire E CE Pröllochs Nicolas N Schwarzenegger Kaoru K Pärnamets Philip P Van Bavel Jay J JJ Feuerriegel Stefan S

Nature human behaviour 20230316 5

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 ...[more]

PMID: 36928780

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Dataset Information

Negativity drives online news consumption.

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Negativity drives online news consumption.

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