American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

Posts that create _____ are more likely to be shared.

1. No arousal

2. Low arousal

3. High arousal

4. Moderate arousal

The correct answer is: High arousal

Posts that create high arousal are more likely to be shared because they evoke strong emotional reactions from the audience. When content elicits feelings such as excitement, awe, anger, or fear, it captures attention and encourages individuals to engage with, and share, that content. High-arousal emotions can motivate users to spread the content to their networks, enhancing its reach and impact. This tendency to share is rooted in the psychological principle that people enjoy sharing content that resonates with their emotions and can provoke a reaction in others. Consequently, if a post successfully elicits a strong emotional response, it is deemed more share-worthy in a social context. On the other hand, options that suggest no, low, or moderate arousal typically lead to weaker emotional engagement. Content that generates no arousal does not invoke any emotional response, making it less memorable and shareable. Low arousal might evoke a mild reaction, but it often lacks the intensity needed to prompt sharing. Moderate arousal may lead to some engagement, but it generally does not achieve the level of intensity and enthusiasm that high arousal content can stimulate, thereby making it less likely to be widely shared.