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The power of emotions to influence judgment, including political attitudes, has been recognized since classical antiquity. Aristotle, in his treatise Rhetoric, described emotional arousal as critical to persuasion, "The orator persuades by means of his hearers, when they are roused to emotion by his speech; for the judgments we deliver are not the same when we are influenced by joy or sorrow ...
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The model's main theory is that when confronted with a fear-inducing stimulus, humans tend to engage in two simultaneous ways of message processing: a perceived efficacy appraisal (cognitive processing) and a perceived threat appraisal (emotional processing). Differences in message appraisal then lead to two behavioural outcomes, with ...
In discrete emotion theory, all humans are thought to have an innate set of basic emotions that are cross-culturally recognizable.These basic emotions are described as "discrete" because they are believed to be distinguishable by an individual's facial expression and biological processes. [1]
Not a systematic theory about persuasive communications, this approach is a general framework within which research was conducted. The Yale researchers did not specify levels of importance among the factors of a persuasive message; they emphasized analyzing the aspects of attitude change over comparing them.
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It is sometimes called emotional instability, or is reversed and referred to as emotional stability. According to Hans Eysenck's (1967) theory of personality, neuroticism is associated with low tolerance for stress or a strong dislike of change. [95]