Viral charity campaigns have a psychological 'recipe' and all-too-brief lifespan

(University of Cambridge) New work focusing on the ALS Ice Bucket Challenge reveals very brief shelf life of such viral campaigns, and suggests the nature of 'virality' and social tipping points themselves may be a stumbling block to deeper engagement with social issues that campaigns aim to promote.

from EurekAlert! - Social and Behavioral Science http://ift.tt/2lHnmJX