Extremity Bias in User-Generated Content Creation and Consumption in Social Media

The present research finds support for an extremity bias in social media. User-generated content in social media is found to portray more extreme behavior than what is observed in offline and nonmedia contexts. This bias is observed in the context of makeup-related consumer behavior. Study 1 finds that consumers with higher (lower) self-reported extremity in their makeup style are more likely to create (consume) makeup-related content in social...