Park CW, Lessig VP. Students and housewives: differences (2011) in susceptibility to reference group influence

Sang-Hoon Kim 1, Hyun Jung Park People nowadays prompt others to adopt what they have just bought, especially high-tech products or services. Prompters not only make recommendations by positive word-of-mouth, but they also urge other people to experience innovative new products. However, non-voluntary or prompted adoptions are prevalent in real-life situations Several researchers include social […]

What Makes online Content Viral? (2011)

Jonah Berger and Katherine L. MiLKMan   Positive content is more viral than negative content, but the relationship between emotion and social transmission is more complex than valence alone. Virality is partially driven by physiological arousal. Content that evokes high-arousal positive (awe) or negative (anger or anxiety) emotions is more viral. Content that evokes low-arousal, […]