Why People Share
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WHY DO PEOPLE SHARE? Hong Qu February 3, 2012 Upriser team retreat Thursday, February 2, 2012
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Transcript of Why People Share
WHY DO PEOPLE SHARE?
Hong Qu February 3, 2012
Upriser team retreat
Thursday, February 2, 2012
Topics
Psychology theory
Academic and industry research
Content pattern recognition
Next steps for Product and UX
Thursday, February 2, 2012
Socio-technical system
Actors
Activities
Goals (objective)
Scenarios
Context (in situ)
Behavior normsActivity Theory in Wikipedia
Thursday, February 2, 2012
Maslow's hierarchy of needs
Thursday, February 2, 2012
What do people share?
Thursday, February 2, 2012
What do people share?News
Emotional state or mood
Photos
Family
Opinions
Possessions
Location
Thursday, February 2, 2012
What do people share?News
Emotional state or mood
Photos
Family
Opinions
Possessions
Location
Inspiration
Professional expertise
Affirmation
Learned something new
Funny
Activity
Games
Thursday, February 2, 2012
Thursday, February 2, 2012
What motivates sharing?
to bring valuable and entertaining content to others
to define ourselves to othersto keep in touch with weak ties we don’t see
to grow and nourish relationships
to evangelize causes or brandsto get people to organize to affect an outcome
Thursday, February 2, 2012
Sharing feedback loop
Ambient telepresence (feeling of being near using technology)
Recipient becomes sender becomes recipient
Reciprocate
Light-weight interactions (like, comment)
Positive reinforcement
Thursday, February 2, 2012
Active vs Passive Sharing
Foursquare
Spotify
Washington Post Social Reader
Facebook games
Thursday, February 2, 2012
Sense of Agency and Urgency
Affect outcome (my vote counts)
Getting more people to vote with me counts even more
Control the message
Uplifting impact on recipient’s mood
Must have a sense of urgency
Thursday, February 2, 2012
Why people don’t share
Thursday, February 2, 2012
Why people don’t sharePrivacy
Unknown audience
Exposing yourself to judgement
Don’t feel a sense of control
Construction different identities for different groups of friends
Thursday, February 2, 2012
Why people don’t sharePrivacy
Unknown audience
Exposing yourself to judgement
Don’t feel a sense of control
Construction different identities for different groups of friends
Like to consume guilty pleasures, but don’t want anyone to know
Self censoring
Socially awkwardness to bring up controversial issues
Cannot unshare
Easy to copy and forward
Thursday, February 2, 2012
Research on emotion valenceWill You Be E-Mailing This Column? It’s Awesome
People preferred e-mailing articles with positive rather than negative themes, and they liked to send long articles on intellectually challenging topics.
More emotional stories were more likely to be e-mailed
emotion of self-transcendence, a feeling of admiration and elevation in the face of something greater than the self.
Sharing recipes or financial tips or medical advice makes sense according to classic economic utility theory: I give you something of practical value in the hope that you’ll someday return the favor. There can also be self-interested reasons for sharing surprising articles: I get to show off how well informed I am by sending news that will shock you.
“Emotion in general leads to transmission, and awe is quite a strong emotion,” he said. “If I’ve just read this story that changes the way I understand the world and myself, I want to talk to others about what it means. I want to proselytize and share the feeling of awe. If you read the article and feel the same emotion, it will bring us closer together.”
Thursday, February 2, 2012
Emotional valence
Viral Content: Why We Share Some Things and Not OthersThursday, February 2, 2012
References
Activity Theory
The Psychology of Sharing - NY Times Research
What Makes online Content Viral
Designing with Psychology in Mind
Presentation of Self in Everyday Life
Thursday, February 2, 2012
