The third STEPPS principle is Emotion. Berger's research found that content and ideas that generate strong emotional responses get shared more than content that generates mild or no emotional response. But this is not simply a case of more emotion equals more sharing. The type of emotion matters significantly. Berger found that high-arousal emotions, those that activate and energise, drive sharing more than low-arousal emotions, those that calm or deactivate. Among high-arousal emotions, awe, excitement, and humour drive sharing. But so does anxiety and anger. The key is activation. Content that makes people feel something strongly enough to want to do something, including share it, tends to spread. Low-arousal emotions, even positive ones, tend not to produce sharing at the same rate. Contentment, satisfaction, and sadness without resolution all tend to suppress the impulse to share. For communicators, this means two things. First, neutral content rarely spreads: if your message does not make people feel something, it will not be shared. Second, the emotion you are trying to generate matters: excitement, awe, and righteous anger activate sharing; mildly positive or sad content often does not, even if it is received well.