How audiences come to embrace and support new products, ideas or politicians

Resonance only occurs when people reach an emotional or rational identification with what (or who) is being sold, writes Simona Giorgi. During the U.S. presidential campaign of 2016, the media greatly downplayed the chances of Donald Trump's electoral success, because many of this candidate's proposals seemed unfeasible, or improbable. What political pundits had overlooked, however, was the power of emotions. ..