ABSTRACT
The majority of social influence situations are associated with increased physiological arousal. This chapter demonstrates the importance, people mood and emotions has in affecting their susceptibility to social influence techniques. Individuals experiencing a positive mood easily recalled pleasant episodes, but had difficulty in remembering unpleasant ones. Discrete emotions primarily include fear, guilt, shame and embarrassment. Embarrassment is an emotion that people experience relatively infrequently, but also one which practically every adult person has undoubtedly experienced. Fear, in the majority of cases, appears in conditions of threat to an individual or conflict between an individual's chosen objectives, such a reaction is usually sufficient. The feeling of guilt is frequently accompanied by the experience of shame. In the past, the general consensus was that while the feeling of guilt led to increased compliance. The emotions of shame and of guilt are associated with an individual's feeling of violating a norm or a rule.
