Leveraging the Social Effects of Emotions for Societal Impact:

EASI Does It

Gerben A. van Kleef (University of Amsterdam)

Emotions play a crucial role in regulating behavior. This implies that behavior can be changed by changing emotions. To date, theory and research on the interface of emotion and social influence have focused mostly on intrapersonal emotional strategies, which revolve around eliciting certain emotions in targets in order to change their behavior (fear appeals, guilt trips). In contrast, in this talk I consider the possibilities of interpersonal emotional influence strategies, which revolve around expressing certain emotions at targets so as to change their behavior. I will describe a theoretical model of the impact of one person's emotional expressions on others' affect, cognition, and behavior: Emotions as Social Information (EASI) theory. EASI theory posits that emotional expressions exert social influence via two distinct processes: an inferential process and an affective process. The social consequences of emotional expressions depend on the relative strength of these two processes, which is determined by individuals' information processing motivation and ability and by social-contextual factors that shape the perceived appropriateness of the emotional displays. I review illustrative empirical evidence (e.g., from research on negotiation, leadership, persuasion, and consumer behavior) showing when and how emotional expressions may contribute to successful social influence. I will discuss implications for how to leverage the social effects of emotions for societal impact.