Hmm, I haven't finished reading the paper, but it looks like there are features that distinguish the viral and non-viral conditions other than quantity of tweets. Tweets in non-viral conditions almost all focus on evaluations of the *action*, while many of the viral ones...
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Seem to focus on evaluations of the target themselves, or just the affective experience of the observer. I might be wrong but it seems like their methodology does not actually control for this.
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They randomized the order of the tweets between the two conditions, the viral condition included the nonviral tweets, and they checked whether it made a difference whether first or last was evaluated. But on average the evaluated tweet might have still been more judgmental.
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Admittedly, there was one exception to this difference, in the cemetery condition, where one of the two tweets in the nonviral condition is "You're going to hell for this." Anyway, might mean nothing, but it stood out to me.
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Though arguably even that tweet could be interpreted as on the line between behavior-focused and character-focused critique, depending on one's theology, I suppose.
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