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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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