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Researchers and practitioners want to create opinions that stick. Yet whereas some opinions stay fixed, others are as fleeting as the time it takes to report them. In seven longitudinal studies with more than 20,000 individuals, we found that attitudes based more on emotion are relatively fixed. Whether participants evaluated brand-new Christmas gifts or one of 40 brands, the more emotional their opinion, the less it changed over time, particularly if it was positive. In a word-of-mouth linguistic analysis of 75,000 real-world online reviews, we found that the more emotional consumers are in their first review, the more that attitude persists when they express it again even years later. Finally, more emotion-evoking persuasive messages create attitudes that decay less over time, further establishing emotion’s causal effect. These effects persist above and beyond other attitude-strength attributes. Interestingly, we also found …