Jonah Berger devotes an entire chapter in Contagious: Why Things Catch On to emotions. He writes:
Some emotions, like anger and anxiety, are high-arousal. When we’re angry we yell at customer service representatives. When we’re anxious we check and recheck things. Positive emotions also generate arousal. Take excitement. When we feel excited we want to do something rather than sit still. The same is true for awe. When inspired by awe we can’t help wanting to tell people what happened.
So it behooves us to apply this to content marketing. I've found some other great resources online that delve into this topic and have included them here.