Featured Research

from universities, journals, and other organizations

What would make you more likely to read this story?

Date:
January 8, 2014
Source:
Taylor & Francis
Summary:
New research has found that question headlines are significantly more effective than declarative headlines in generating readership. The study looked at the impact of question headlines in computer-mediated communications.

New research, published in the journal Social Influence, has found that question headlines are significantly more effective than declarative headlines in generating readership. The study, "What makes you click? The effect of question headlines on readership in computer-mediated communication" by Linda Lai and Audun Farbrot of the Norwegian Business School, Oslo, looked at the impact of question headlines in computer-mediated communications.

Not only were question headlines more effective than declarative headlines, self-referencing questions (such as those including "you" or "your") were also found to generate higher readership than those without self-referencing cues.

The use of question headlines has often been recommended by marketers to enhance readership of both print and online communications. However, there has been little research into how effective the use of such headlines is in increasing readership in computer-mediated communications.

The researchers conducted two experiments, one on Twitter and one on FINN™, a Norwegian shopping website similar to eBay™. Over four months, a series of question headline and statement headline news stories were posted on a Twitter account with over 6,000 followers. Tweets were normalised to avoid bias towards more interesting topics, repeated exposure, and time of posting. Examples of two headlines on the same topic are: "Power corrupts" (control condition) and "Is your boss intoxicated by power?" (question headline with self-referencing cues).The FINN™ experiment used ads for four different consumer products posted over four weeks, using a random rotation of nonquestion headlines (control condition), question headlines with and without self-referencing cutes, and rhetorical question headlines. Readership was measured using the number of clicks to the ads.

The results from the experiments showed a clear link between question headlines and higher readership, with self-referencing cues increasing the effectiveness of the questions. Question headlines without self-referencing cues gained on average 150% more clicks, and question headlines with self-referencing cues on average gained 175% more clicks.

This research highlights the benefit of using question headlines as part of an electronic communication strategy and presents opportunities for further research into their use in computer-mediated communications.


Story Source:

The above story is based on materials provided by Taylor & Francis. Note: Materials may be edited for content and length.


Journal Reference:

  1. Linda Lai, Audun Farbrot. What makes you click? The effect of question headlines on readership in computer-mediated communication. Social Influence, 2013; 1 DOI: 10.1080/15534510.2013.847859

Cite This Page:

Taylor & Francis. "What would make you more likely to read this story?." ScienceDaily. ScienceDaily, 8 January 2014. <www.sciencedaily.com/releases/2014/01/140108112614.htm>.
Taylor & Francis. (2014, January 8). What would make you more likely to read this story?. ScienceDaily. Retrieved July 28, 2014 from www.sciencedaily.com/releases/2014/01/140108112614.htm
Taylor & Francis. "What would make you more likely to read this story?." ScienceDaily. www.sciencedaily.com/releases/2014/01/140108112614.htm (accessed July 28, 2014).

Share This




More Computers & Math News

Monday, July 28, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Teen's Phone Ignites Under Her Pillow; How Real Is The Risk?

Teen's Phone Ignites Under Her Pillow; How Real Is The Risk?

Newsy (July 28, 2014) A Texas teen's Samsung phone apparently ignited while she slept, but what was the real problem here? Video provided by Newsy
Powered by NewsLook.com
Google's Next Frontier: The Human Body

Google's Next Frontier: The Human Body

Newsy (July 27, 2014) Google is collecting genetic and molecular information to paint a picture of the perfectly healthy human. Video provided by Newsy
Powered by NewsLook.com
Cellphone Unlocking Bill Clears U.S. House, Heads to Obama

Cellphone Unlocking Bill Clears U.S. House, Heads to Obama

Reuters - US Online Video (July 27, 2014) Congress gets rid of pesky law that made it illegal to "unlock" mobile phones without permission, giving consumers the option to use the same phone on a competitor's wireless network. Mana Rabiee reports. Video provided by Reuters
Powered by NewsLook.com
Congress OKs Unlocking Phones From Carriers

Congress OKs Unlocking Phones From Carriers

Newsy (July 26, 2014) A bill legalizing "unlocking," or untethering a phone from its default wireless carrier, has passed Congress and is expected to be signed into law. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins