When facts and reason won’t cut it: how advertisers can reach consumers in a post-truth world

Anger is a response. A secondary emotion, provoked by pain of some kind. People get angry when they feel rejected, threatened, experience loss, and it can act as a form of self-protection. It is a psychological distraction from more painful feelings of powerlessness and vulnerability. Feelings that make you feel small. 
But moving these feelings outward by becoming angry – towards a state, or a political party or system, for example, shifts your focus elsewhere and makes you feel bigg