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The news that Facebook tried to influence the emotions of unsuspecting users by tweaking their News Feed has sparked a public outcry. The company wanted to see whether people who read more positive posts from friends would respond more positively themselves. A Facebook data scientist says the company routinely filters what shows up in your News Feed, but adds that he understands the concern. We explore research ethics in industry and academia and the growing interest in when and how emotion can be contagious.