Negative news headlines are more attractive: negativity bias in online news reading and sharing

Clickbait—online content designed to attract attention and clicks through misleading or exaggerated headlines—has become a prevalent phenomenon in online news. Previous research has sparked debate over the effectiveness of clickbait strategies and whether a bias toward negativity or positivity drives online news engagement. To clarify these issues, we conducted two studies. Study 1 examined participants’ preferences for news headlines, revealing a higher selection rate for negative headlines. This finding indicates a negativity bias in the news reading process and underscores the effectiveness of negative information in clickbait strategies. Study 2 simulated the process of news sharing and examined how participants generalize and report negative news. The findings show that participants amplified the negativity of the original news by using more negative terms or introducing new negative language, demonstrating an even stronger negativity bias during news sharing. These findings affirm the presence of a negativity bias in online engagement, in reading and sharing news. This study offers psychological insights into the clickbait phenomenon and provides theoretical support and practical implications for future research on negativity bias in online news.