And it did. Among students who had been instructed to jog, 75 percent
shared the article—more than twice as many as the students who had been
in the “relaxed” group. Thus any sort of arousal, whether from emotional or
physical sources, and even arousal due to the situation itself (rather than
content), can boost transmission.
—————
Understanding that arousing situations can drive people to pass things on
helps shed light on so-called oversharing, when people disclose more than
they should. Ever been stuck next to someone on a plane who won’t stop
sharing what seem like extremely personal details? Or find yourself in a
conversation where later on you realize that you may have shared way more
than you meant to? Why does this happen?
Sure, we may feel more comfortable with someone than we thought we
would or we may have had one too many margaritas. But there is also a
third reason. If situational factors end up making us physiologically
aroused, we may end up sharing more than we planned.
So be careful the next time you step off the treadmill, barely avoid a car
accident, or experience a turbulent plane ride. Because you’ve been aroused
by these experiences, you may overshare information with others in the
aftermath.
These ideas also suggest that one way to generate word of mouth is to
find people when they are already fired up. Exciting game shows like
Deal
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