Emotion Contagion

Facebook recently released the results of an experiment it conducted in 2012 on emotion contagion. Social experiments have shown that a person's emotional state can be influenced by those around him.  If your friends are having a bad day, you tend to unconsciously synchronize to their emotions and thus they "bring you down."  Facebook wanted to see if this type of influence thrived in social media, so they manipulated the newsfeeds of almost 700,000 people during a single week. 

[I'm going to avoid a discussion on the legality of this experiment (it was, read the terms of service) and the ethics (definitely a gray area) and simply focus on the the experiment and its potential impact to retail.  Facebook is known for pushing boundaries, getting its hand slapped, then patiently waiting for society to catch up.  In many cases what was controversial five years ago has become mainstream today, either because Facebook waited or it actually influenced society.  But I digress.]

In general, those exposed to more positive posts in turn made more positive status updates.  And the same was true for the reverse.  But it was actually a tiny impact -- something on the order of one tenth of one percent.  Of course when applied to large group (like shoppers) this could have a meaningful impact.  Below is an explanation posted on Facebook by one of the study's authors:

So how might this impact the average retailer?  Retailers already monitor social media using Natural Language Processing to gauge brand sentiment.  This experiment indicates sentiment may be influenced indirectly by exposure to other unrelated posts.  In other words, get your customers in a good mood by posting LOL cats, then slip in an offer to buy your products.  On second thought, manipulating emotions is bound to backfire.  Let's just stick with great deals and superior customer service.

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David Dorf, Sr Director Technology Strategy for Oracle Retail, shares news and ideas about the retail industry with a focus on innovation and emerging technologies.


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