Arousal Increases Social Transmission of Information

Social transmission is everywhere. Friends talk about restaurants, policy wonks rant about legislation, analysts trade stock tips, neighbors gossip, and teens chitchat. Further, such interpersonal communication affects everything from decision making and well-being (Asch, 1956; Mehl, Vazire, Holleran, Heath, Bell, Kashima, 2008; Schaller, Conway, Schaller & Crandall, 2004). But although it is clear that social transmission is both frequent and important, what drives people to share, and why are some stories and information shared more than others?