People are less willing to engage with others who they think believe hold emotion based attitudes versus rational because they believe those people will be closed minded and would not be willing to hear out their arguments. When we use moral emotions, one thing it does on Twitter and on Facebook is it more likely those messages are more likely to spread for every moral emotional word we put in a message. It's about 15% more likely to be shared by somebody else. But if you want to mobilize your group, make sure you're going to try to persuade people, change their beliefs, the whole premise of your book. If I'm using this moral or emotional language, then I realize they probably don't know how