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



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