Many of the emotional appeals that Heinrichs discusses in this section revolve around differing conceptions of the group. People want to feel that they belong to a given group; therefore, a good rhetorician can appeal to a big crowd by either criticizing someone the crowd doesn’t like or alluding to the crowd’s common identity (their patriotism, so to speak). It’s worth noting that these kinds of emotional tactics are meant to appeal to people’s more basic, “tribal” instincts—not their reason or morality. Thus patriotic appeals like this can easily lead to violent or immoral action.