From the Lab: Tell People How to Feel

In a recent study, researchers found that the more moral/emotional words (like “fight,” “hate,” “love,” and “peace”) there were in a tweet, the more likely it would be to be retweeted. In fact, with each additional moral/emotional word, the spread of the tweet increased by 20%! As summarized Katie Heaney of the Science of Us, “People Like Tweets That Tell Them How to Feel.”

Of course, this effect was most pronounced within political groups: liberals were more likely to share liberals’ moral/emotional tweets, and conservatives were more likely to share conservatives’. But in general, the more a tweet appealed to Heart and Halo, the greater impact it was likely to have.

This only further underscores the importance of including these kinds of appeals in your speaking: appealing to the Head alone won’t cut it. Wherever possible (within reason), include language that appeals to your audience’s values and emotions, and they’ll be significantly more likely to spread your message.

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