The human message in politics: the impact of emotional slogans on subtle conformity

The present work directly tests the persuasive potential of emotions in political slogans. Previous research that distinguished emotions on the human dimension found that individuals conform differently to the opinion of members of the in-group or the out-group when these targets expressed themselves in terms of uniquely human emotions (Vaes, Paladino, Castelli, Leyens, & Giovanazzi, 2003). In line with these findings, the present experiment tested the hypothesis that political slogans that express a uniquely human emotion and that are associated with the campaign of a political candidate who has the same political affiliation as participants (i.e., in-group) will induce more conformity reactions than a candidate of the opposing coalition (i.e., out-group) who presents similar kinds of slogans. Results confirmed this hypothesis on a subtle conformity measure and are discussed as a consequence of an infrahumanization process. Finally, possible applications of the presented findings and new avenues for future research are proposed.