Though it is still an underdeveloped area of research, a number of scholars are demonstrating that manipulating emotions surrounding a persuasive message does affect that message's effectiveness. It has been shown, for example, that people tend to adjust their beliefs to fit their emotions, since feelings are treated by people as evidence, and when feelings match beliefs, that is seen as validation of the underlying beliefs. Other research shows that "emotional stimuli can influence judgment without a judge's awareness of having seen or felt anything (e.g., Bargh, 1997; Murphy & Zajonc, 1993)."