Political advertising to recruit the support of voters is an inherent part of politics. Today, ads are distributed via television and online, including social media. This type of advertisement attempts to recruit support by presenting convincing arguments and evoking various emotions about the candidate, opponents, and policy proposals. We discuss recent arguments and evidence that a specific social emotion, namely the concept kama muta, plays a role in political advertisements. In vernacular language, kama muta is typically labeled as being moved (...) or touched. We compare kama muta and anger theoretically and discuss how they can influence voters’ willingness to support a candidate. We then, for the first time, compare kama muta and anger empirically in the same study. Specifically, we showed American participants short political ads during the 2018 United States midterm election campaigns. All participants saw both kama muta- and anger-evoking ads from both Democratic or Republican candidates. In total, everybody watched eight ads. We assessed participants’ degree of being moved and angered by the videos and their motivation for three types of political support: ideational, financial, and personal. The emotional impact of an ad depended on its perceived source: Participants felt especially angry after watching the anger-evoking ads and especially moved by moving ads if they identified with the political party that had produced the video. Both emotions mediated were associated with increased intentions to provide support. Importantly, if one of the two emotions was evoked, its effect on political support was enhanced if participants identified with the party that had produced the ad. We discuss limitations of the method and implications of the results for future research and practice. (shrink)

Producing emotional tears is a universal and uniquely human behavior. Until recently, tears have received little serious attention from scientists. Here, we summarize recent theoretical developments and research findings. The evolutionary approach offers a solid ground for the analysis of the functions of tears. This is especially the case for infant crying, which we address in the first part of this contribution. We further elaborate on the antecedents and functions of emotional tears in adults. The main hypothesis that emerges from (...) this overview is that crying evolved as an emotional expression that signals distress and promotes prosocial behaviors in conspecifics. Further, shedding tears may influence the mood of the crier and his/her outlook on life primarily as a consequence of fulfillment of the proposed signaling function of tears. We also describe how cultural phenomena such as ritual weeping nicely fit within this framework, as they often aim to support a request for help to a powerful person or deity and promote social bonding. (shrink)

When communal sharing relationships suddenly intensify, people experience an emotion that English speakers may label, depending on context, “moved,” “touched,” “heart-warming,” “nostalgia,” “patriotism,” or “rapture”. We call the emotion kama muta. Kama muta evokes adaptive motives to devote and commit to the CSRs that are fundamental to social life. It occurs in diverse contexts and appears to be pervasive across cultures and throughout history, while people experience it with reference to its cultural and contextual meanings. Cultures have evolved diverse practices, (...) institutions, roles, narratives, arts, and artifacts whose core function is to evoke kama muta. Kama muta mediates much of human sociality. (shrink)

In this article, I provide a detailed characterization of being moved, which I claim is a distinct emotion. Being moved is the experience of being struck by the goodness of some specific positive value being exemplified. I start by expounding this account. Next, I discuss three issues that have emerged in the literature regarding it. These concern respectively the valence of being moved, the scope of the values that may constitute its particular objects, and the cognitive sophistication required for experiencing (...) it. My main contention is that when we understand that the presence of the specific positive value must be apprehended as finally, importantly, and impersonally good to trigger being moved, these issues do not arise. (shrink)