We intuitively use more emotional language to enhance our powers of persuasion. The research shows that people tend toward appeals that aren’t simply more positive or negative but are infused with emotionality, even when they’re trying to sway an audience that may not be receptive to such language.

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We intuitively use more emotional language to enhance our powers of persuasion. The research shows that people tend toward appeals that aren’t simply more positive or negative but are infused with emotionality, even when they’re trying to sway an audience that may not be receptive to such language.