The MAD Model of Moral Contagion: The Role of Motivation, Attention, and Design in the Spread of Moralized Content Online

With more than 3 billion users, online social networks represent an important venue for moral and political discourse and have been used to organize political revolutions, influence elections, and raise awareness of social issues. These examples rely on a common process to be effective: the ability to engage users and spread moralized content through online networks. Here, we review evidence that expressions of moral emotion play an important...