[alwaysinshade]

> Jonah Berger at Wharton has done research on WoM and emotions that spread

The study (8.3mb PDF) is here: https://marketing.wharton.upenn.edu/files/?whdmsaction=publi...

The main takeaway: "How do specific emotions affect virality? The relationships between specific emotions and virality suggest that the role of emotion in transmission is more complex than mere valence alone (Table 4, Model 3). While more awe-inspiring (a positive emotion) content is more viral and sadness inducing (a negative emotion) content is less viral, some negative emotions are positively associated with virality. More anxiety- and anger-inducing stories are both more likely to make the most e-mailed list. This suggests that transmission is about more than simply sharing positive things and avoiding sharing negative ones. Consistent with our theorizing, content that evokes high-arousal emotions (i.e., awe, anger, and anxiety), regardless of their valence, is more viral."