News readers often click on articles not based on topic but rather on the behavior of their fellow audience members, according to new research from the University of Georgia published in the Journal of Consumer Research.



Summary

University of Georgia research reveals that news readers are heavily influenced by the perceived actions of others when choosing articles, a phenomenon detailed in the Journal of Consumer Research. People are more likely to click on articles with high click-through rates and positive comments, regardless of the actual content. This “social proof” effect suggests readers rely on the behavior of their peers to guide their choices, prioritizing popularity over personal interest in the topic itself. This has significant implications for news platforms and content creators aiming to maximize readership.

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