'The chocolate milkshake, one of America's favorite sweet tooth cravings. It doesn't even matter if you are hungry or not, just looking at the milkshake alone it starts to get your taste buds salivating. If someone offered you a milkshake in return for a favor or something you could do for them you would most likely do it, even if it weren't something you initially wanted to do in the first place.. I mean who wouldn't be persuaded by the ever so delicious power of the chocolate milkshake? '
Now you might be asking why the hell I am going on a on about a chocolate milkshake, but don't worry I promise there is some actual importance to all of this.. just wait. When someone dangles something in front of your face (figuratively) or promises you things you never thought would even be possible could be done, sometimes your common sense just goes out the window and your eyes just see what the final product is - in other words, what's in it for you (by neglecting to look at the logic and rational behind what is being asked of you.) Very similarly when you look at presidential elections, like as done in the article titled Online Emotional Appeals and Political Participation; Young, Hoffman and Jones specifically focus on how different candidates use different emotions in order to persuade voters in their favor. (Kind of like playing into your taste bud receptors by persuading you with a chocolate milkshake.)
They look at the not only the observer affect, by which experiencing different emotional states can have a wide range on voters, but also how this plays into the candidate affect. By playing to voters specific emotion, a sense of empathy can often be brought on to the voters - which as seen in the past - can actually persuade many voters without them even knowing it.