Is Negativity Contagious?

by WiredBerries Editors — October 29, 2007

A new study in the Journal of Consumer Research claims that negative opinions are, in fact, very "contagious" and can cause huge attitude shifts, even if individuals were formerly positive in their opinions.

The consumers in the study were presented with information about a new product and allowed to independently form their own evaluations. As expected, some of these evaluations were positive and others negative. The researchers then revealed to participants whether their peers evaluated the product negatively or positively. They found that the opinions of others exert especially strong influence on individual attitudes when these opinions are negative. Additionally, consumers that privately held positive attitudes toward the product were more susceptible to influence from group opinion than those who initially held negative opinions.

This research stresses how we are all susceptible, for better or for worse, of being influenced by the negativity of others. Although there's nothing wrong with listening to other's advice and opinions, it's crucial to filter out the negativity that does not enhance or empower our own happiness. For example, if you enjoy your new job but a friend mentions, "I would hate doing that all day," just try to keep in mind that everyone is different, thank goodness! Rather then start wondering if your job isn't as great as you thought, just be glad that YOU enjoy it because you're YOU and not someone else. We should all feel free to form and voice opinions based on our own experiences, without allowing others' negativity to unduly distort our perceptions. It may be a human tendency to "absorb" other's negative opinions, but that doesn't mean we have to play into it. Instead, be true to your own good judgment, and make a conscious effort to not allow others to make up your mind for you.