Thanks Jeremy! Good question — we included average concreteness in an experiment as an interaction term to test whether headline concreteness has different effects at high vs low levels of concreteness for the same article. As you said, this helps control topic, date, different images, etc.
By modeling average concreteness, we can show that when all headlines are generally vague, increasing concreteness predicts more clicks. When all headlines are more concrete, increasing concreteness eventually predicts fewer clicks.
Comments