How to Make People Care About Your Content: Find the Right Angle

In 2004, psychologist and neuroscientist Ullrich Ecker ran a study on article headlines. Participants were asked to read either a fact- or opinion-based article and answer various questions about its content. Half of the participants received a version with a headline designed to slant their perception one way, and the other half received a version with a headline designed to slant it the other way. People’s perceptions of the subjects they were reading about were biased by the slant of the headline they were given—but that wasn’t the surprising part of the study.

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