Feeling displeasure from online social media postings: A study using cognitive dissonance theory
www.sciencedirect.com/science/article/pii/S0747563219300792
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discovered with eye-tracking technology that the time subjects spend to look at political advertisements depends on their political orientation
Furthermore, it was shown that exposure to negative political ads increases selective exposure
Prior studies found that when exposed to counterattitudinal information, people address the dissonance by actively sharing likeminded political content
expressing their own opinions to the counter-attitudinal information help the people reduce their inconvenience
quantitatively measured the mental discomfort in social media
Second, we associated the mental discomfort with two potential strategies of users, which are selective exposure and affective behavior
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