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PGRM8.100 Applied Research

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Question:

Background

The Facebook experiment of 2014 manipulated the contents of users’ News Feeds to induce changes in their emotions (Kramer et al., 2014). Facebook had tampered with the news feeds of nearly 700,000 people, showing them an abnormally low number of either positive or negative posts. The experiment aimed to determine whether the company could alter the emotional state of its users. The experiment was designed to assess whether more positive or negative comments in a Facebook newsfeed would impact how the user updated their own page. Researchers found those shown more negative comments posted more negative comments and vice versa. This experiment was widely criticized on ethical grounds regarding informed consent and other issues related to a poor Research Design.

The Facebook Report

Kramer, A., Guillory, J., & Hancock, J 2014, Experimental evidence of massive-scale emotional contagion through social networks. Proceedings of the National Academy of Sciences 111(24), 8788–8790. Available from http://www.pnas.org/content/111/24/8788.full

Your Task

A different social network (XYZ) would also like to know if they could alter the emotional state of their users. Unlike Facebook, who wanted to know if more positive or negative comments in their New Feeds would impact how the user updated their own page, XYZ would like to know if different types of smells could impact how the user updated their own page. (Digital scent technology is in its infancy now but XYZ believes that as it develops there will be more interest in online scent marketing).

You have been asked to do the research for them but they do not want to be accused of being unethical. They have asked you to do a Research Design so they can examine it before you begin your research. They do not want you to start the research until they approve the Research Design.

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