From the outcome of Berger & Milkman (2012)’s experiment, positive contents are transmitted to peers more than negative ones. However, valence is not the only indicator of effectiveness (Dobele et al., 2007). The success of exponential growth is actually driven by physiological arousal (e.g. awe and sadness) and level of activation induced (e.g. high and low) (Berger & Milkman, 2012). Positive emotions, such as fun and enjoyment, are being shared exponentially. However, Brown, Bhadury, & Pope (2010) affirmed that emotion of sadness and anger, though both are considered 3as negative emotions, provide different outcomes. Anger, which has high physiological arousal or positive activation, will increase the diffusion, whilst sadness, which presents low-arousal or deactivation, might decrease it (Berger & Milkman, 2012). Therefore, when creating viral communication campaign, it is crucial to trigger the right arousal of emotion in order to influence consumers to spread the message contagiously.