A really good article by Kit Eaton.
Ever wonder what is really motivating you to hit “retweet,” “like,” or “share”? According to new research that will no doubt prompt viral-marketing departments to quick action, we share something because, for whatever reason, its ignites powerful emotions—good or bad—that arouse your nervous system.
Jonah Berger, the University of Pennsylvania professor behind the new study, has previously looked at which emotions resulted in the most email sharing of stories from The New York Times. This early work suggested that both good and bad emotions could result in something going viral, so Berger wanted to dig a little more into why—data that could actually help fashion better viral campaign
Read the rest of this great article on http://gawker.com/5816960/the-science-of-social-media