Abstract 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 media. Likewise, Study 2 finds that makeup styles portrayed in social media are perceived as more extreme than those portrayed offline. Study 3 finds that the extremity bias, observed in the previous studies, can shift other perception; brief exposure to makeup styles on Instagram was found to lessen the perceived extremity of offline makeup styles. The results suggest that, like traditional media, content in social media may be biased toward extremity. This bias may be the result of motivational differences between creators versus consumers of social media content and may result in exposure to social media shifting social norms to more extreme levels.

中文翻译：

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社交媒体中用户生成的内容创建和消费中的极端偏见

摘要本研究为社交媒体中的极端偏见提供了支持。与在离线和非媒体环境中观察到的情况相比，发现社交媒体中用户生成的内容表现出更极端的行为。在与化妆品有关的消费者行为方面可以观察到这种偏见。研究1发现，自我报告的四肢极端（较低）的化妆风格的消费者更有可能在社交媒体中创建（消费）与化妆相关的内容。同样，研究2发现，社交媒体上描绘的妆容风格比线下描绘的妆容风格更为极端。研究3发现，在先前的研究中观察到的肢体偏向可能会改变其他知觉。发现在Instagram上短暂接触化妆风格可以减少离线化妆风格的极端感觉。结果表明，与传统媒体一样，社交媒体中的内容可能偏向四肢。这种偏见可能是社交媒体内容的创作者与消费者之间动机上的差异的结果，并且可能导致接触社交媒体将社交规范转移到更极端的水平。