Topic Controversy and Wom: the Effect of Opinion Extremeness on Sharing

Vito Tassiello, LUISS, Italy
Matteo De Angelis, LUISS, Italy
Cesare Amatulli, University of Bari, Italy
Michele Costabile, LUISS, Italy
We investigate how people’s tendency to share more versus less extreme opinions about controversial topics is affected by the online sharing platform. Across three experiments we demonstrate that more extreme opinions tend to be shared via email, while less extreme opinions tend to be shared via post on social networks.
[ to cite ]:
Vito Tassiello, Matteo De Angelis, Cesare Amatulli, and Michele Costabile (2016) ,"Topic Controversy and Wom: the Effect of Opinion Extremeness on Sharing", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 651-652.