Populist actors use an emotional, dramatized and colloquial language, and for this reason their messages are more convincing. Or, at least, that is what many commentators have been arguing for quite some time. In her research, Dominique Wirz* found out that this is actually the case. In this interview she explains that populist messages are very likely to trigger emotions – negative emotions towards the bad people and positive emotions towards the good people. Moreover, since negative emotions are unpleasant, people feel a strong need for immediate solutions and this seems to makes populist appeals especially persuasive.