Campaigning for Hearts and Minds

List of Tables and Figures
Acknowledgments
1. Appealing to Hopes and Fears
2. The Art and Science of Campaigning
3. The Political Psychology of Emotional Appeals
4. Emotion and the Motivational Power of Campaign Ads
5. Emotion and the Persuasive Power of Campaign Ads
6. Emotional Appeals in Ad Campaigns
7. Hearts and Minds: Rethinking the Role of Emotion in Political Life
Appendix A. Experiments: Question Wording and Sample
Appendix B. Multivariate Statistical Analyses: Full Results
Appendix C. Advertising Content Analysis: Coding Rules
Notes
References
Index