Nowadays the audience’s behaviors and reactions to health-related messages are of great importance. The present research aimed at studying the effect of health-related messages on the behaviors of social networks audiences according to attention, interest, desire, action model. The study used structural equation modeling to analyze the gathered data. The data were collected from the audiences o...

In 3 experiments, supportive audiences were associated with unexpected performance decrements (i.e., "choking" under pressure). On a difficult, skill-based task, participants were more likely to fail when observed by supportive audiences than when observed by nonsupportive audiences. When the criterion for success was easy, supportive audiences had no effect. With a difficult criterion, support...

Users of social networks can be passionate about sharing their political convictions, art projects, or business ventures. They often want to direct their social interactions to certain people in order to start collaborations or to raise awareness about issues they support. However, users generally have scattered, unstructured information about the characteristics of their audiences, making it d...