The researchers found more-frequent Facebook users did not differ from the others in their reaction to the egalitarian message. However, they “were more positive toward the messages with racist content—particularly the superiority message,” they write.

Why would this be? “Frequent Facebook users are likely susceptible to negative persuasive messages because they engage in less critical processing, either because of their online experiences or personality traits,” Rauch and Schanz write. “Agreement and positive attitudes are driven by a need to belong and connect with others.”