Outrage Drives Facebook Users to Engage With Ideology Inconsistent Political Content

Through a series of field studies, in which we exposed over half a million Americans to political posts on Facebook, we document a boundary condition to the finding that people engage more with ideology-consistent then ideology-inconsistent political content. Our results suggest that this engagement pattern is driven by outrage.


Daniel Mochon and Janet A Schwartz (2019) ,"Outrage Drives Facebook Users to Engage With Ideology Inconsistent Political Content", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 772-772.


Daniel Mochon, Tulane University, USA
Janet A Schwartz, Duke University, USA


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


K10. The Acronym Effect: Acronym and Buzzword Use Lowers Consumer Persuasion

Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
Dan King, University of Texas Rio Grande Valley, USA
Ashesh Mukherjee, McGill University, Canada

Read More


Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising

Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More


Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products

Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.