publication . Article . Other literature type . 2018

Touching the base: heart-warming ads from the 2016 U.S. election moved viewers to partisan tears.

Alan Page Fiske; Thomas Schubert; Janis Zickfeld; Beate Seibt;
Open Access English
  • Published: 07 Mar 2018
  • Publisher: eScholarship, University of California
Some political ads used in the 2016 U.S. election evoked feelings colloquially known as being moved to tears. We conceptualise this phenomenon as a positive social emotion that appraises and motivates communal relations, is accompanied by physical sensations (including lachrymation, piloerection, chest warmth), and often labelled metaphorically. We surveyed U.S. voters in the fortnight before the 2016 U.S. election. Selected ads evoked the emotion completely and reliably, but in a partisan fashion: Clinton voters were moved to tears by three selected Clinton ads, and Trump voters were moved to tears by two Trump ads. Viewers were much less moved by ads of the ca...
free text keywords: Neuroscience, Sociology, FOS: Sociology, 80699 Information Systems not elsewhere classified, FOS: Computer and information sciences, Inorganic Chemistry, FOS: Chemical sciences, presidential election, Political ads, being moved, crying, kama muta, voting, Social Psychology, Psychology, Cognitive Sciences, Experimental and Cognitive Psychology, Arts and Humanities (miscellaneous), Developmental and Educational Psychology, 2016 presidential election, :Ciências Sociais::Psicologia [Domínio/Área Científica], Base heart, media_common.quotation_subject, media_common, Feeling, Piloerection, Phenomenon, medicine.symptom, medicine, Politics, Tears
Funded by
FCT| UID/PSI/03125/2013
Center for Research and Social Intervention
  • Funder: Fundação para a Ciência e a Tecnologia, I.P. (FCT)
  • Project Code: 147229
  • Funding stream: 5876
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