Lucius Cassius ille quem populus Romanus verissimum et sapientissimum iudicem putabat identidem in causis quaerere solebat 'cui bono' fuisset. The famous Lucius Cassius, whom the Roman people used to regard as a very honest and wise judge, was in the habit of asking, time and again, 'To whose benefit?
Marcus Tullius CiceroNothing in oratory is more important than to win for the orator the favour of his hearer, and to have the latter so affected as to be swayed by something resembling an impulse of the spirit impetu quodam animi or emotion perturbatione, rather than by judgment or deliberation. For men decide far more problems by hate, or love, or lust, or rage, or sorrow, or joy, or hope, or fear, or illusion, or some other inward emotion aliqua permotione mentis, than by reality or authority, or any legal standard, or judicial precedent or statute.
Marcus Tullius Cicero