Ideas Worth Spreading? Adverse Effects of Information Load in Online Communications
Abstract
What makes public addresses such as online talks successful vs. not? Across seven field and lab studies, I find that information overload hurts consumer adoption. The cause? Processing disfluency. Information overload makes a message more difficult to process, which in turn reduces liking and interest. The effect disappears among audience members with greater need for cognition, a personality trait marking a penchant for deep and broad information-processing. My empirical investigation concludes by documenting the counter-intuitiveness of the findings (i.e., how consumers mispredict which talks they actually (dis)like). From these results, I derive insights for (i) the psychology of adoption, and (ii) communicators of all creeds wishing to broaden their reach and appeal (e.g., professors, politicians, journalists, scientists, bloggers, podcasters).