Influencing People’s Populist Attitudes With Rhetoric and Emotions: An Online Experiment in the United States

Interest in populist voters has risen with the election of Donald Trump in the United States, the rise of right-wing populist parties in Europe, and the longevity of populist leaders in countries like Italy, Hungary, Turkey, and Venezuela. Yet, little attention has been given to what mechanisms may affect populist attitudes, leaving us without recommendations for media or politicians on how to mitigate populism’s known negative effects. This study investigates one such mechanism—political rhetoric working through emotional states—to determine whether grievances centered on subjective perceptions of injustice and inequities in the system operate through negative emotions to increase populist attitudes, as is often assumed in the literature, and whether an antidote to those perceptions may be found in a sense of solidarity and mutual support. For our analysis, we conducted a nationally representative online survey experiment of 2,006 respondents in the United States in November 2018. Broadly, we find evidence that negative emotional states increase populist attitudes, but positive emotions do not have an impact. Likewise, political rhetoric reinforcing a sense of unfair advantage for some people further increases populist attitudes. Importantly, we find that reducing these negative emotions by emphasizing solidarity can reduce populist attitudes. These findings not only deepen our understanding of the triggers of populism, but also take the first step in building a tested toolbox of strategies to minimize its negative effects.