D’Angelo, Jonathan, and Brandon Van Der Heide. "The formation of physician impressions in online communities: Negativity, positivity, and nonnormativity effects." Communication Research 43.1 (2016): 49-72.

This research examines the impact of contextual factors on impression formation in computer-mediated communication (CMC). It argues that understanding the effects of social information requires considering the context in which it appears. The study explores three paths through which context influences credibility impressions: the negativity effect, the positivity effect, and the nonnormativity effect. An experiment involving valence of photograph and normative context found that cues defying normative expectations had the strongest impact on impression formation, regardless of their positivity or negativity.