Emotional states can be fleeting and somewhat inexplicable — you can feel great one minute and down in the dumps the next, sometimes for no apparent reason. It follows, then, that opinions based on emotion are likely to be equally fleeting: if you’re in a bad mood when you take part in a survey or review a product, then surely the attitudes measured and recorded will be just as transient too.
But according to a recent series of studies, this isn’t actually the case. Instead, attitudes based in emotion are actually more stable: the more emotional an opinion, the less it changes over time. Continue reading →