Research shows that social sharing takes place from a supportive perspective

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Rhia Catapano is Assistant Professor of Marketing at the Rotman School of Management at the University of Toronto. His research explores how consumer psychology can be used to benefit society. In one strand, she explores how people can shift from a well-established point of view and the factors that influence their receptivity to adversaries. In another strand of research, she explores the role of meaning in consumer satisfaction and decision making. His work has been published in major journals, including: Journal of Personality and Social Psychology, psychology, When Consumer Psychology Journal.. Credit: Rhia Catapano

People post 500 million tweets and 4 billion pieces of content on Facebook every day. What prompts them to do it?

The urge to share and connect with others seems obvious. However, new research shows that despite the toxicity of social media sandboxes, people often share attitudes built from a perspective of support rather than opposition. This happens regardless of whether the opinion itself is positive or negative.

Take control of the guns. According to research, people themselves on this issue in terms of “supporting the ban on guns”, “supporting the ban on guns”, “against the ban on guns” and “against permission for firearms ”. It turns out that there is a strong possibility of expression. “”

Leah Catapano, assistant professor of marketing at the Rotman School of Management at the University of Toronto, said: “It’s very rare to see a position that comes together primarily over what they disagree with. “

In collaboration with Stanford University collaborator Zachary Tormala, Professor Katepano tested the idea of ​​“support-opposition framing” through 10 field, online and laboratory studies. In a month-long sample of Twitter tweets, he said about 50,000 tweets were composed in terms of support, while about 1,100 tweets were against.

In fact, tweets with supporting language were retweeted an average of 624 times, while tweets with the opposite statement were retweeted only 28 times.

The theory argued whether the topic was gay marriage, gun control, and self-quarantine. Public health measures Support / opposition to COVID-19, even policies and trademarks.

Understanding why people do this has to do with a psychological boost. Showing support for something is more like a stronger statement about our personal values ​​and who we are, not who we are. And while some believe they don’t care what other people think about themselves, humans love to be loved. By expressing our opinions through statements of support, we believe we give a better social impression.

This was confirmed when participants in an experiment were asked what they thought about the importance of self-isolation in COVID-19. The participants expressed their willingness to share a supportive framework attitude on this issue, which would further express their values ​​and leave a more positive impression.

Social media has been fertile ground for social psychology researchers interested in understanding why people share their thoughts. This is the first time that we have studied the impact of an opinion framework on what people choose to share.

In addition to providing clues about using social media to gain a product, cause, or personal support, the results show people important but controversial topics such as pollsters and public health communicators. It relates to those who are excited to get them to discuss rather than shy away from it.

“If we try to encourage positive change in people’s behaviors and attitudes, we can change the way we talk about these thoughts,” said Professor Katepano.

This study will go live on February 22, 2021 and will be published in the July print edition of. Journal of personality psychology and social psychology.

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For more information:
Rhia Catapano et al, do I support him for good or disagree with him? Support for sharing attitudes – the effect of opposing framing. , Journal of Personality and Social Psychology (2021). DOI: 10.1037 / pspa0000266

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University of Toronto

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