Our research suggests it has to do with emotional involvement. We found that the stronger people’s emotional reactions were to the show, the more likely they were to change their attitudes. On top of that, both the sheer number of emotions and their complexity (e.g., whether they felt both happy and sad rather than just happy) connected to how involved they got in the show. Folks who had lots of emotions felt more inspired by the show, got more immersed in it, had more insight, and felt a greater sense of belonging with other audience members. They also said the show would leave a bigger impression on them a year from now.

All this makes sense to theatre-lovers. The great musicals are like emotional tsunamis, washing us away on tidal waves of passion. Apparently that emotion is associated with new ways of thinking about the world.

Fred Heide is a clinical psychologist at Alliant International University and a co-founder, playwright, and performer at American Folklore Theatre, creating shows that incorporate social learning principles to promote positive social behavior.