In the 1930s John B. Watson (page 58) demonstrated that people can be persuaded to buy products through appeals to specific emotions such as love, anger, fear, and so forth. Other psychologists were interested in how these methods of persuasion could alter attitudes. Their interest was sparked because the Nazis, the Soviets, and Chinese communists used propaganda extensively.
Certain elements of this article are seen to be common to most techniques of persuasion, including not only the content of messages, the circumstances surrounding delivery, and the intended audience, but also who deliver them, and how they are distributed. As Watson showed, we are more likely to be persuaded by an emotional appeal than a rational one, such as fear of scapegoating enemies, or the consequences of failing to vote a certain way – especially if it comes from a prestigious authority or charismatic speaker.
