Get angry or get happy: which emotion works best?
Psychologist Gerben van Kleef is researching emotions and influences
Psychologist Dr Gerben van Kleef is carrying out research into which emotions are effective in influencing others, and under what circumstances. He received a Vidi grant of €800,000 to carry out his research.
People who want to influence others often use emotions, even if they don't realise it. There's never been any research into whether or not this actually works. That's why psychologist Dr Gerben van Kleef is carrying out research into which emotions are effective in influencing others, and under what circumstances. He received a Vidi grant of €800,000 to carry out his research.‘Using emotions to influence others is routine not just in advertising, but in interpersonal contact,' says Van Kleef. ‘A colleague may ask a favour with a grin, or a manager may get angry as a way of persuading staff to be more punctual. The question is: do we really influence people's attitude and/or behaviour when we express our emotions? And which emotions are effective in particular circumstances? Those are the questions I'd like to research.'
Emotions are “contagious”
Van Kleef is using the Emotions as Social Information (EASI) model, which he developed himself. The model assumes that emotional expression exerts social influence, both by delivering information and by bringing about affective reactions in the listener. ‘Let's say that a woman displays her pleasure about Obama being elected president of the US. Her pleasure provides her audience with information: this woman is a Democrat, and she's against the war in Iraq. The woman's enthusiasm may also influence her audience's attitude and opinion of Obama. Furthermore, in interpersonal relationships emotions are "contagious". If someone is approached in a cheerful manner, they'll take on that cheerfulness, at least in part, and the listener will attribute their good mood to Obama's victory. In fact, there's a good chance that this person will ascribe positive characteristics to Obama. I anticipate that the EASI model will help predict which emotions, under which circumstances, are effective in influencing attitudes and behaviour.'Attitude change
Van Kleef is using three projects to test the reliability of the model. The first project is about changing attitudes: do people adjust their own opinions or views of a particular subject as a result of being confronted with someone else's emotions? One good example would be if a particular TV programme were taken off the air. If you never watched the programme, you'd have a neutral response to this news. But if you're faced with an interview with a disappointed fan of that programme, you may develop a positive image of the programme as a result. In the first project, we'll be researching to what extent emotions can influence the attitudes of other people.'Docility and obedience
In the second project, Van Kleef will focus on the influence of emotions on people's docility and obedience. Do they change their behaviour, or not? ‘When people acquiesce to a request made by a person with relatively little authority, we refer to that as docility. When people do as requested by a person with authority - symbolised by a uniform, perhaps - we refer to it as obedience. In both cases, the question is whether or not it "pays" to use emotions to influence people's behaviour. In other words, does displaying emotions help you get others to do something for you? And which emotions work best, under what circumstances?'Group processes
In the final project, Van Kleef will be studying the interpersonal effects of emotions on social influence in the context of making group decisions. He'll be looking in particular at how individuals adapt their opinions and decisions so they conform to the majority, or conversely to take on a minority position. Test subjects will all be part of a group, and will be given various tasks as part of the project, such as having to guess the number of dots that appear on a computer screen. The subjects will be told that the group with the most accurate guess will be awarded a prize. The subjects will therefore do their very best to give a good estimate and report back to their group. They will be met with either an enthusiastic and happy or angry response. Each test subject will subsequently have an opportunity to adjust his estimate. ‘Depending on various factors and the emotions shown by the group, the test subject will either adjust his opinion, or not. He'll either take on a minority position, or conform to the group's opinion.For the good of people
Van Kleef's primary aim is simply to find out exactly how emotions play a part in influencing people, but there's a practical side to the research too. ‘If we know how best to influence people and what emotions to use for that, it might help us persuade people to do "good" things, such as adopting a healthier lifestyle or quitting smoking.'Author: Esther van Bochove, FMG Communication department