Persuasion with Negative Emotional Appeals - 1920 Words

There are many communication options available in the development of campaigns associated with pro-social behavior-related messages. Of these, messages that use emotion-based appeal are usually used by social marketers to impact an audience (Schoenbachler Whittler, 1996; Pechmann Goldberg, 1998; Pechmann et al., 2003; Ruiter et al., 2003; de Hoog et al., 2005; Smith Stutts, 2006; Dickinson Holmes, 2008). Particularly, negative emotional appeals are among the most frequently used means of persuading consumers to comply with threatening health communications (Agrawal Duhachek, 2010; Keller Lehmann, 2008; Keller, Lipkus, Rimer, 2003). By doing so, such messages often reference either the positive benefits of complying with a particular advocacy (e.g., using a toothbrush, having regular breast examinations) and/or the negative consequences of failing to comply (e.g., smoking, drug use) as a means of communicating risks to consumers (Raghunathan Trope, 2002). Studies in negative emotions fear appeals have largely explored and nurtured, while guilt and shame appeals still remain unexplored in terms of a well-defined concept (Huhmann Brotherton, 1997). Generally, guilt and shame appeals belong to the category of negative self-conscious emotional appeals that can create an emotional imbalance or discomfort and motivate favorable attitudinal and behavioral responses. Guilt is an emotion that has garnered attention because of its known effects on attitudes andShow MoreRelatedNormative, Informational and Persuasive Social Influences669 Words   |  3 PagesNormative Influence is when we conform to others behavior because they expect us to. This is when we believe conforming may have positive consequences, such as approval or the enhancement of our reputation, or when we believe not conforming may have negative consequences, such as disapproval or punishment. An example of Normative Influence is laughing at a joke you dont get, or agreeing wit h an opinion you believe in others. Informational Social Influence this theory consists of the need to analyzeRead More Approach to Persuasion Essay example1346 Words   |  6 Pagesentreaty is an act of persuasion. An individual is regularly confronted by persuasion throughout their everyday life. It takes place in various situations that are categorized in three sections, the appeal to emotion, the appeal to reason, and the appeal to one’s character. Furthermore, this leads to an influential aspect. It is from one’s characteristic to be influenced by persuasion, thus, to be overlooked by outside sources. This is not only found as a human speaks, but persuasion is the aim of advertisementsRead MoreAristotle, The Greatest Thinkers Of All Times Essay1197 Words   |  5 Pagesconfronted by persuasion every day in life. It might take in various situations and places and categorized into three sections which are, the appeal of emotion, the appeal to reason and the appeal to one’s character. Aristotl e calls them Ethos, in which is used to describe the ideas and beliefs that characterize the community, Logos in which using logical arguments, scientific method and proof to persuade and Pathos, is a purpose of presentation, advertising and pity for persuasion. Furthermore,Read MoreRhetorical Analysis : A Rhetorical Analysis Of Modern Day News1090 Words   |  5 Pagesand FOX NEWS, use the three modes of persuasion to sell an argument. Credibility and trustworthiness is more simply defined as ethos. Ethos is used in an argument to show ones audience that you are worth listening to and are a reliable source. Ethos can be developed by choosing language that is appropriate for the audience and topic, making yourself sound fair or unbiased, introducing your expertise or pedigree, and by using correct grammar and syntax. This appeal is perhaps the most difficult to establish;Read MoreRhetorical Analysis Of Gandhi s Ethos, Pathos, And Logos ``918 Words   |  4 PagesGandhi applies Aristotle s modes of persuasion by using ethos, pathos, and logos in order to convince his audience of his ideologies. In an article titled â€Å"Ethos, Pathos, and Logos† the author effectively explains what each modes of persuasion means, â€Å"Ethos is the ethical appeal, means to convince an audience of the author’s credibility or character. Pathos is the emotional appeal, means to persuade an audience by appealing to thei r emotions. Logos is the appeal to logic, means to convince an audienceRead MoreAttitude1230 Words   |  5 Pagesrefers to a learned tendency to evaluate things in a special ways which may include evaluation of people, issues, object, or event. The evaluation can be positive or negative and can be uncertain at times. Researcher who took a more behavioural stance define attitude as predisposition to respond consistently in a positive or negative way to some person, object, or situation. Psychologist are in a better position to meet the goals of psychology (describe, explain, predict and influence) when they knowRead MoreCommon And Extremely Successful Tactic Essay1734 Words   |  7 Pagesof many different races and different career interests such as engineering, medicine, going into battle, etc. In this military advertisement, https://youtu.be/VLiI9pT6qKo , they did a similar tactic to what was used in the latter ad. They too made appeals to different interests, emotions, and the possibility of social identification (Ashforth, Haugtvedt). Imagery was used more heavily in this ad as they used images from many years ago of men who served and continued on into what the military consistsRead MoreEmotional and Rational Appeals780 Words   |  4 PagesEmotional and Rational Appeals Abstract In many studies, data has been led to suggest that rational messages may encourage the generation of content based cognitive responses and lead to attitudes heavily influenced by these cognitions. Studies have also led to suggest that people in negative moods are affected by the quality of persuasive messages. Using manipulations techniques, bad mood may result in a different interpretation of anything from a verbal argument to a literal message. Even thoughRead MoreThe Fight Against The Term Redskin 977 Words   |  4 Pagestalking about all the harmful side effects that the stereotypes bring. He is making the reader feel emotional for the Native Americans. He wanted to have a serious tone in this circumstance to allow for the reader to feel badly about what these mascots do to these people. In conclusion, Waldron does a fantastic job of using diction and tone to further his argument. Waldron uses the three modes of persuasion in his article: ethos, pathos, and logos. He uses all three to his advantage. His first exampleRead MoreRoutes to Persuasion Essay1374 Words   |  6 Pagespain and crevecoeur Persuasion is the force exerted to influence behavior that includes a reflected change in attitude. Everyday we are bombarded with messagesfrom people who wish to influence our behavior and attitudes. Persuasion canbe used to accomplish good as well as bad, though, in my paper I willrefrain from making value judgements and only report the factual aspects. I will discuss the two basic routes to persuasion, the elements involved, andways to protect current attitudes and behaviors