Chapter 6 suggests that the relevance-theory notion of cognitive effect be supplemented with the new notion of affective effect. We propose two different types of affective effect: primary affective effects, which typically act as input to inferential processes, and secondary affective effects, which are typically the output of inferential processes. Primary affective effects come in two flavours: anticipatory effects and transfer effects. The first of these are those effects which prepare an individual for a course of action; the latter are communicative, and inextricably linked with the interpretation of natural codes, inherently communicative behaviours which are ‘natural’ in the sense of Grice. In the case of secondary affective effects, propositional descriptions give rise to affective effects which rest on the imaginative abilities of the hearer/reader. This happens typically with literature and poetry. Emotions, we argue, appear to be a central contributor to persuasion, and we suggest this is so because of the special relationship that exists between affective and cognitive effects within the domain of achieving relevance.