Certain intense emotions such as fear, anger and fun move us to share articles, news and messages with our friends and contacts, either in person or through email and social networks, according to a study from the University of Pennsylvania ( USA). "If something makes us feel angry we are more likely to share it with friends, family than if something makes us feel simply sad," explains Jonah Berger, co-author of the work published in the journal Psychological Science . According to Berger, both fear and anger or anger and fun are emotions characterized by high levels of excitement and move us to action , unlike sadness and satisfaction, which tend to produce inactivity.
Berger is especially interested in how social transmission influences the dissemination of online content. To know how to use Facebook, Twitter and other social networks effectively, Berger says, it would be crucial "to understand why people talk about certain topics and share certain things and not others." In short, according to the researcher, if we want a message that we emit to spread, we must know how to " communicate the right emotions ."
