The term was introduced by William M. Reddy in his article, Against Constructionism: The Historical Ethnography of Emotions (1997).
William Reddy includes the idea of sincerity as a key point in the effects of emotive.
Because of the powerful and unpredictable effects of emotional utterances on the speaker, sincerity should not be considered the natural, best, or most obvious state toward which individuals strive.
On the contrary, probably the most obvious orientation toward the power of emotives is a kind of fugitive instrumentalism (Reddy 1999).
Finally, Rational Emotive Behavior Therapy (REBT), developed by American psychologist Albert Ellis, is solution-aimed therapy that focuses on teaching patients how to change their "irrational beliefs by verbal and behavioral counter-propagandizing activity" (Ellis).