What Leads to Longer Reads? Psychological Drivers of Reading Online Content

Why does some online content engender sustained attention? Combining natural language processing of 825,000 page-reading sessions from 35,000 articles with an experiment demonstrates how textual features (i.e., words used) shape reading. Features that increase processing ease (e.g., concreteness, familiar words) increase reading and emotion shapes reading through uncertainty and arousal.



Citation:

Jonah Berger, Wendy W Moe, and David Schweidel (2019) ,"What Leads to Longer Reads? Psychological Drivers of Reading Online Content", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 19-23.

Authors

Jonah Berger, University of Pennsylvania, USA
Wendy W Moe, University of Maryland, USA
David Schweidel, Emory University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

When Novices have more Influence than Experts: Empirical Evidence from Online Peer Reviews

Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
Xi Li, City University of Hong Kong
June Cotte, Ivey Business School

Read More

Featured

P8. Understanding Financial Literacy: a Meta-Analysis of the Antecedents, Consequents and Moderators

FERNANDO DE OLIVEIRA SANTINI, UNIVERSIDADE DO VALE DO RIO DOS SINOS - UNISINOS
Frederike Monika Budiner Mette, ESPM, Brazil
Mateus Canniatti Ponchio, ESPM, Brazil
Wagner Junior Ladeira, Unisinos

Read More

Featured

K1. The Impact of Moral Violation and Advertising Appeals on Brand Attitude

Chunya Xie, Renmin University of China
En-Chung Chang, Renmin University of China
Beixi Wen, Renmin University of China

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.