Chapters in this book

1. Frontmatter i
2. Contents vii
3. Tables and Figures ix
4. Acknowledgments xiii
5. 1. Appealing to Hopes and Fears 1
6. 2. The Art and Science of Campaigning 17
7. 3. The Political Psychology of Emotional Appeals 48
8. 4. Emotion and the Motivational Power of Campaign Ads 73
9. 5. Emotion and the Persuasive Power of Campaign Ads 109
10. 6. Emotional Appeals in Ad Campaigns 147
11. 7. Hearts and Minds: Rethinking the Place of Emotion in Political Life 177
12. Appendix A. Experiments: Question Wording and Sample 199
13. Appendix B. Multivariate Statistical Analyses: Full Results 208
14. Appendix C. Advertising Content Analysis: Coding Rules 213
15. Notes 219
16. References 251
17. Index 273