Design table.

What makes written text appealing? In this registered report, we study the linguistic characteristics of news headline success using a large-scale dataset of field experiments (A/B tests) conducted on the popular website Upworthy.com comparing multiple headline variants for the same news articles. This unique setup allows us to control for factors that could otherwise have important confounding effects on headline success. Based on the prior literature and an exploratory portion of the data, we formulated hypotheses about the linguistic features associated with statistically superior headlines, previously published as a registered report protocol. Here, we report the findings based on a much larger portion of the data that became available after the publication of our registered report protocol. Our registered findings contribute to resolving competing hypotheses about the linguistic features that affect the success of text and provide avenues for research into the psychological mechanisms that are activated by those features.究竟是什么让书面文本具备吸引力？本注册报告依托在热门网站Upworthy.com上开展的大规模实地实验（A/B测试，A/B tests）数据集，探究影响新闻标题成功表现的语言学特征。该实验针对同一新闻稿件对比多组标题变体，这一独特的实验设计使得我们能够控制那些原本会对标题传播效果产生显著混淆效应的因素。我们基于既往研究文献与数据集的探索性子集，针对与统计学表现更优的标题相关的语言学特征提出研究假设，相关内容此前已作为注册报告方案发表。本文则基于注册报告方案发布后新增的更大规模数据集子集，报告对应的研究发现。本注册报告的研究发现，有助于厘清关于影响文本传播效果的语言学特征的各类相互竞争的研究假设，并为探索这些特征所激活的心理机制提供了可行的研究路径。