Findings
By JOHN TIERNEY
People preferred e-mailing articles with positive rather than negative themes, and they liked to send long articles on intellectually challenging topics.Perhaps most of all, readers wanted to share articles that inspired awe, an emotion that the researchers investigated after noticing how many science articles made the list.
... More emotional stories were more likely to be e-mailed, the researchers found, and positive articles were shared more than negative ones. Longer articles generally did better than shorter articles, although Dr. Berger said that might just be because the longer articles were about more engaging topics.
... “Emotion in general leads to transmission, and awe is quite a strong emotion,” he said. “If I’ve just read this story that changes the way I understand the world and myself, I want to talk to others about what it means. I want to proselytize and share the feeling of awe. If you read the article and feel the same emotion, it will bring us closer together.”
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