Eye-tracking study suggests that negative comments on social media are more attention-grabbing than positive comments

TL;DR

The posts were each accompanied by four comments which varied in the extent that they were emotional, non-emotional, positive, negative, angry, or fearful.Specifically, the researchers calculated participants’ dwell time for each comment and news story by adding up all fixations, saccades, and revisits to each area of interest.Kohout and her team found that the students showed longer dwell times for negative compared to positive comments, but only in the heuristic processing condition.However, participants were not more likely to recognize information about the negative posts compared to the positive ones.This suggests that when the students were given ample time to read the comments, they were more likely to read and remember the story details of the angry comments over the fearful ones."

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