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Negativity drives online news consumption

Author

Listed:
  • Claire E. Robertson

    (New York University)

  • Nicolas Pröllochs

    (University of Giessen)

  • Kaoru Schwarzenegger

    (ETH Zurich)

  • Philip Pärnamets

    (Karolinska Institutet)

  • Jay J. Bavel

    (New York University
    New York University)

  • Stefan Feuerriegel

    (ETH Zurich
    LMU Munich)

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.

Suggested Citation

  • Claire E. Robertson & Nicolas Pröllochs & Kaoru Schwarzenegger & Philip Pärnamets & Jay J. Bavel & Stefan Feuerriegel, 2023. "Negativity drives online news consumption," Nature Human Behaviour, Nature, vol. 7(5), pages 812-822, May.
    • Handle: RePEc:nat:nathum:v:7:y:2023:i:5:d:10.1038_s41562-023-01538-4
    DOI: 10.1038/s41562-023-01538-4
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    Cited by:

    1. Puklavec, Žiga & Stavrova, Olga & Kogler, Christoph & Zeelenberg, Marcel, 2024. "Diffusion of tax-related communication on social media," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 110(C).
    2. Peide Zhang & Binbin Peng & Zhifu Mi & Zhongguo Lin & Huibin Du & Lu Cheng & Xiafei Zhou & Guozhi Cao, 2024. "The reduction of effective feedback reception due to negative emotions in appeals," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-10, December.
    3. Tiziana Assenza & Fabrice Collard & Patrick Fève & Stefanie Huber, 2024. "From Buzz to Bust: How Fake News Shapes the Business Cycle," ECONtribute Discussion Papers Series 287, University of Bonn and University of Cologne, Germany.
    4. Shuhuan Zhou & Xiaokun Yang & Yi Wang & Xia Zheng & Zhian Zhang, 2023. "Affective agenda dynamics on social media: interactions of emotional content posted by the public, government, and media during the COVID-19 pandemic," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-10, December.
    5. Ximeng Fang & Sven Heuser & Lasse S. Stötzer, 2023. "How In-Person Conversations Shape Political Polarization: Quasi-Experimental Evidence from a Nationwide Initiative," ECONtribute Discussion Papers Series 270, University of Bonn and University of Cologne, Germany.

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