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We assessed participants' degree of being moved and angered by the videos and their motivation for three types of political support ideational, financial, and personal. The emotional impact of an ad depended on its perceived source Participants felt especially angry after watching the anger-evoking ads and especially moved by moving ads if they identified with the political party that had produced the video. Both emotions mediated were associated with increased intentions to provide support. Importantly, if one of the two emotions was e
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