"The 'if it bleeds' rule
works for the mass media," says Jonah Berger, a scholar at the University
of Pennsylvania. "They want your eyeballs and don't care how you're
feeling. But when you share a story with your friends, you care a lot more how
they react. You don't want them to think of you as a Debbie Downer."
Researchers analysing
word-of-mouth communication—e-mails, web posts and reviews, face-to-face
conversations—found that it tended to be more positive than negative, but that
didn't necessarily mean people preferred positive news. Was positive news
shared more often simply because people experienced more good things than bad
things? To test for that possibility, Dr Berger looked at how people spread a
particular set of news stories: thousands of articles on The New York Times'
website. He and a Penn colleague analysed the "most e-mailed" list
for six months. One of his first findings was that articles in the science
section were much more likely to make the list than non-science articles. He
found that science amazed the Times'
readers and made them want to share this positive feeling with others.
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