Cultural variants may spread by being more appealing, more memorable, or less offensive than other cultural variants. Empirical studies suggest that such "emotional selection" is a force to be reckoned with in cultural evolution. We present a research paradigm that is suitable for the study of emotional selection. It guides empirical research by directing attention to the circumstances under which emotions influence the likelihood that an individual will influence another individual to acquire a cultural variant. We present a modeling framework to translate such knowledge into specific and testable predictions of population-level change. A set of already analyzed basic cases can serve as a toolbox.