6: Motivational Appeals
- Page ID
- 199312
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\(\newcommand{\avec}{\mathbf a}\) \(\newcommand{\bvec}{\mathbf b}\) \(\newcommand{\cvec}{\mathbf c}\) \(\newcommand{\dvec}{\mathbf d}\) \(\newcommand{\dtil}{\widetilde{\mathbf d}}\) \(\newcommand{\evec}{\mathbf e}\) \(\newcommand{\fvec}{\mathbf f}\) \(\newcommand{\nvec}{\mathbf n}\) \(\newcommand{\pvec}{\mathbf p}\) \(\newcommand{\qvec}{\mathbf q}\) \(\newcommand{\svec}{\mathbf s}\) \(\newcommand{\tvec}{\mathbf t}\) \(\newcommand{\uvec}{\mathbf u}\) \(\newcommand{\vvec}{\mathbf v}\) \(\newcommand{\wvec}{\mathbf w}\) \(\newcommand{\xvec}{\mathbf x}\) \(\newcommand{\yvec}{\mathbf y}\) \(\newcommand{\zvec}{\mathbf z}\) \(\newcommand{\rvec}{\mathbf r}\) \(\newcommand{\mvec}{\mathbf m}\) \(\newcommand{\zerovec}{\mathbf 0}\) \(\newcommand{\onevec}{\mathbf 1}\) \(\newcommand{\real}{\mathbb R}\) \(\newcommand{\twovec}[2]{\left[\begin{array}{r}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\ctwovec}[2]{\left[\begin{array}{c}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\threevec}[3]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\cthreevec}[3]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\fourvec}[4]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\cfourvec}[4]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\fivevec}[5]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\cfivevec}[5]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\mattwo}[4]{\left[\begin{array}{rr}#1 \amp #2 \\ #3 \amp #4 \\ \end{array}\right]}\) \(\newcommand{\laspan}[1]{\text{Span}\{#1\}}\) \(\newcommand{\bcal}{\cal B}\) \(\newcommand{\ccal}{\cal C}\) \(\newcommand{\scal}{\cal S}\) \(\newcommand{\wcal}{\cal W}\) \(\newcommand{\ecal}{\cal E}\) \(\newcommand{\coords}[2]{\left\{#1\right\}_{#2}}\) \(\newcommand{\gray}[1]{\color{gray}{#1}}\) \(\newcommand{\lgray}[1]{\color{lightgray}{#1}}\) \(\newcommand{\rank}{\operatorname{rank}}\) \(\newcommand{\row}{\text{Row}}\) \(\newcommand{\col}{\text{Col}}\) \(\renewcommand{\row}{\text{Row}}\) \(\newcommand{\nul}{\text{Nul}}\) \(\newcommand{\var}{\text{Var}}\) \(\newcommand{\corr}{\text{corr}}\) \(\newcommand{\len}[1]{\left|#1\right|}\) \(\newcommand{\bbar}{\overline{\bvec}}\) \(\newcommand{\bhat}{\widehat{\bvec}}\) \(\newcommand{\bperp}{\bvec^\perp}\) \(\newcommand{\xhat}{\widehat{\xvec}}\) \(\newcommand{\vhat}{\widehat{\vvec}}\) \(\newcommand{\uhat}{\widehat{\uvec}}\) \(\newcommand{\what}{\widehat{\wvec}}\) \(\newcommand{\Sighat}{\widehat{\Sigma}}\) \(\newcommand{\lt}{<}\) \(\newcommand{\gt}{>}\) \(\newcommand{\amp}{&}\) \(\definecolor{fillinmathshade}{gray}{0.9}\)- 6.1: Introduction
- This page discusses the effectiveness of emotional appeals in persuasion, exemplified by the ASPCA commercial featuring Sarah McLachlan. It highlights that most decisions are emotionally driven and introduces motivational appeals as emotional inducements for action. The text also plans to differentiate types of motivation and examine Maslow's hierarchy of needs in relation to persuasion.
- 6.2: Internal and External Motivation
- This page discusses the distinction between internal and external motivation, noting that internal motivation arises from personal satisfaction, while external motivation is driven by external rewards. It highlights differing opinions on the effectiveness of each type, with some advocating for the necessity of external rewards, while others argue for the superiority of intrinsic motivation in fostering lasting change.
- 6.3: Positive and Negative Motivation
- This page explores two motivation types: positive (carrot) and negative (stick). Positive motivation encourages reward-seeking behavior, while negative motivation prompts avoidance of punishments. Persuasion can effectively utilize both through gain-framed (positive) and loss-framed (negative) messages. Generally, people favor the positive emotions linked with happiness over negative emotions associated with anxiety.
- 6.4: Common Motivational Appeals
- This page discusses various motivational appeals in persuasion, including: fear, which can provoke action but may also cause avoidance if excessive; humor, which enhances brand recognition but may reduce credibility; sexual appeals, which capture attention but do not significantly influence behavior; hope, which fosters resilience and motivates action; and pity, which effectively persuades by evoking compassion but can be seen as manipulative.
- 6.5: Appeals to Human Needs
- This page discusses Maslow's hierarchy of needs, highlighting physiological, safety, social, self-esteem, and self-actualization needs. It notes that persuasion often targets the latter three, utilizing ethical fear appeals, as illustrated by a child safety pamphlet. Social needs foster group belonging, prompting marketers to create exclusivity, while self-esteem appeals can be misleadingly exploitative.
- 6.6: Works Cited
- This page presents a comprehensive list of cited works addressing persuasion, motivation, advertising, and emotional appeals. It includes scholarly research on humor, fear, and sexual appeals in advertising, as well as intrinsic motivation theories, with contributions from Thalia Beaty, Martin Eisend, and Jennifer S. Lerner. The content is well-supported by educational resources, underscoring its foundation in research and theory.