Negativity drives online #news consumption
Dataset comprises ~105,000 different variations of stories from Upworthy.com with ∼5.7M clicks across more than 370M impressions. Although positive words were slightly more prevalent than negative words, we found negative words in news #headlines increased consumption rates (positive words decreased consumption rates). For headline of average length, each additional negative word increased click-through rate by 2.3%. https://www.nature.com/articles/s41562-023-01538-4
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