Because persuasion lies squarely at the center of leadership, of changing minds and making decisions, an emotional process is central to what successful leaders do.

Emotional persuasion relies on the subconscious mind's "auto-pilot" to handle the chores of receiving, processing and evaluating information to make a decision.

People use emotion to persuade, even when it could backfire. Association for Psychological Science. Journal Psychological Science DOI 10.1177/0956797617744797 ...

More information: Matthew D. Rocklage et al, Persuasion, Emotion, and Language: The Intent to Persuade Transforms Language via Emotionality, Psychological Science (2018). DOI: 10.1177/0956797617744797 ...

Author Brandon Taylor argues that Jane Austen's novel 'Persuasion' illustrates how funny—and sad—adulthood can be.

Persuasion is the art of appealing to someone’s logic or emotional capacity, not proving them wrong but opening their mind to something new or different. Lisa Lai, who is a leadership adviser ...

Most importantly for persuasion research, emotion is contagious. In a movie theater we laugh, we cry, we scream in horror–at the same time.