 This may be due to the strong influence in the USA of the development of this relationship through a socialisation process which is somewhat caused by the nature of the individual's background.The use of emotional appeals in political campaigns to increase support for a candidate or decrease support for a challenger is a widely recognized practice and a common element of any campaign strategy.Campaigns often seek to instill positive emotions such as enthusiasm and hopefulness about their candidate among party bases to improve turnout and political activism while seeking to raise fear and anxiety about the challenger.