Arousal Increases Social Transmission of Information
Jonah A. Berger
University of Pennsylvania - Marketing Department
February 29, 2012
Psychological Science, Vol. 22, No. 7, 2011
Social transmission is everywhere. Friends talk about restaurants, policy wonks rant about legislation, analysts trade stock tips, neighbors gossip, and teens chitchat. Further, such interpersonal communication affects everything from decision making and well-being (Asch, 1956; Mehl, Vazire, Holleran, & Clark, 2010) to the spread of ideas, the persistence of stereotypes, and the diffusion of culture (Heath, 1996; Heath, Bell, & Sternberg, 2001; Kashima, 2008; Schaller, Conway, & Tanchuk, 2002; Schaller & Crandall, 2004). But although it is clear that social transmission is both frequent and important, what drives people to share, and why are some stories and information shared more than others?
Number of Pages in PDF File: 4
Keywords: social transmission, word of mouth, viral, emotionAccepted Paper Series
Date posted: March 1, 2012
© 2013 Social Science Electronic Publishing, Inc. All Rights Reserved.
This page was processed by apollo2 in 0.391 seconds