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The Marketplace of Emotions

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The Politics of Emotions, Candidates, and Choices

Abstract

This chapter promotes the position that political campaigns are the marketplace for emotions. Feelings are important in the cognitive process and to decision making. Key literature that established the connection between feeling and thinking is explored in addition to how political campaigns facilitate an environment specifically designed to activate this nexus between feelings and decisions. Every political campaign is contextually unique and therefore certain circumstances may invoke different feelings about candidates and political issues altogether. The political campaign is conceptually deconstructed to its basic elements and explored for its strategic endeavors to frame choices for voters in ways that elicit specific emotions.

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Authors and Affiliations

  1. University of Central Arkansas, Conway, AR, USA

    Heather E. Yates

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  1. Heather E. Yates
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Yates, H.E. (2016). The Marketplace of Emotions. In: The Politics of Emotions, Candidates, and Choices. Palgrave Pivot, New York. https://doi.org/10.1057/978-1-137-51527-8_2

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