The Politics of Emotions, Candidates, and Choices

  • Heather E. Yates

Table of contents

  1. Front Matter
    Pages i-x
  2. Heather E. Yates
    Pages 1-14
  3. Heather E. Yates
    Pages 15-31
  4. Heather E. Yates
    Pages 59-82
  5. Heather E. Yates
    Pages 101-122
  6. Back Matter
    Pages 131-139

About this book


This book dynamically shows that political campaigns matter to electoral outcomes, by analyzing the dynamics of emotional voter and decision-making over the course of three presidential elections between 2004 and 2012.  Each presidential campaign reflects a unique tone and electoral mood, which influences voters’ perceptions of electoral choices and a candidate’s image. Controlling for the idiosyncratic nature of a campaign environment and a candidate’s message, this analysis isolates specific emotional dimensions that were influential on voters’ appraisals of specific campaign issues. Relying on the Affective Intelligence theory and the Transfer-of-Affect thesis to narrative the causal relationships between voters’ emotional responses and issue appraisals, the author illustrates specific contexts where voters’ emotional responses toward presidential candidates are interpreted as trusted political cues and therefore, get transferred to their beliefs about certain policies.   


Emotions in political campaigns presidential elections election 2004 election 2008 election 2012 George W. Bush John Kerry Barack Obama John McCain Hillary Clinton Sarah Palin Mitt Romney Women in politics Race in politics political campaigns

Authors and affiliations

  • Heather E. Yates
    • 1
  1. 1.University of Central ArkansasConwayUSA

Bibliographic information