2023-03-17 ミュンヘン大学（LMU）
研究者たちは、ネガティブな言葉を多用するヘッドラインがクリック数を増やすかどうかを調査し、その結論は明確な「はい」となった。彼らはUpworthy.comポータルのデータセットを使用して調査を行った。彼らの研究により、ネガティブ単語がタイトルに含まれる場合、クリック率が高くなることが明らかになった。そして、悲しみはクリック数を増やすのに有効であった。
＜関連情報＞
- https://www.lmu.de/en/newsroom/news-overview/news/a-new-take-on-an-old-adage.html
- https://www.nature.com/articles/s41562-023-01538-4
ネガティブな表現がオンラインニュースの消費を促進する Negativity drives online news consumption
Claire E. Robertson,Nicolas Pröllochs,Kaoru Schwarzenegger,Philip Pärnamets,Jay J. Van Bavel & Stefan Feuerriegel
Nature Human Behaviour Published:16 March 2023
DOI:https://doi.org/10.1038/s41562-023-01538-4
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.
