An Emerging Science of Clickbait

via Technology Review:

The results make for interesting reading. Guerini and Staiano argue there is a clear link between virality and particular configurations of valence, arousal and dominance. “These configurations indicate a clear connection with distinct phenomena underlying persuasive communication,” they say.

But there is a curious difference between the emotions that drive commenting behavior compared to voting behavior. Guerini and Staiano say that posts generate more comments when they are associated with emotions of high arousal, such as happiness and anger, and with emotions where people feel less in control, such as fear and sadness.

via An Emerging Science of Clickbait | MIT Technology Review.