PERSUASION SOCIAL INFLUENCE & COMPLIANCE GAINING Robert H. Gass & John S. Seiter

Chapter 13 Motivational Appeals

MOTIVATIONAL APPEALS DEFINED Motivational appeals are “external inducements , often of an emotional nature, that are designed to increase an individual’s drive to undertake some course of action” (Gass & Seiter, p. 310) Intrinsic motivation: internal, self-initiative to do something Extrinsic motivation: external incentive or stimulus to do something AlexLMX/Shutterstock.com

MOTIVATION, EMOTION & THE ELM Motivational appeals often rely on peripheral processing Parallel processing: Motivational appeals and rational appeals can coexist Emotional marketing: ads are designed to elicit fear, love, guilt, patriotism, and more Attachment theory: consumers develop emotional ties to brands

LOGICAL VS EMOTIONAL APPEALS Logic (logos) and emotion (pathos) are not mutually exclusive Logic-emotion dichotomy is an artificial distinction People perceive their own motivations as rational People often perceive others’ motivations as emotional Conservatives think liberals are irrational and vice versa

Stage model of fear appeals Threat appraisal: People assess the perceived severity of a threat People asses their own perceived vulnerability to the threat Four combinations of perceived severity and vulnerability are possible When both are high, defense motivation kicks in   Severity of Threat Vulnerability to Threat Low High Heuristic processing Accuracy motivation Systematic processing Defense motivation

EXTENDED PARALLEL PROCESS MODEL OF FEAR APPEALS The EPPM is a dual process model Danger control involves constructive coping strategies for avoiding or preventing a threat Fear control involves nonconstructive worry, panic, or “deer in the headlights” responses Perceived efficacy: The use of danger control hinges on Response efficacy; effective steps or actions to avoid the harm Self efficacy: whether the person can take the steps him or her self Benoit Daoust/Shutterstock.com

INDUCING NEGATIVE EMOTIONS Evoking negative emotions can be effective, but there are drawbacks too Pity: evoking compassion, sadness, mercy Excessive use of pity may result in avoidance or desensitization Guilt: inducing blame, responsibility, culpability for a problem Excessive use of guilt may result in psychological reactance Shame: inducing embarrassment, disgrace, dishonor Excessive use of shame may result in avoidance or lower self esteem ESB Professional/Shutterstock.com

HUMOR & PERSUASION Humor is common in Advertising Classroom Interpersonal communication Social media Functions of humor in persuasion Capturing attention Increasing liking for the source Suppressing counter-arguing Social proof fizkes/Shutterstock.com

HUMOR & PERSUASION--continued Humor enhances brand attitudes Humor increases purchase intentions Humor increases a source’s perceived social attractiveness Cautions: Don’t overdo it If you have low credibility, humor may make you appear frivolous, lacking in gravitas

PATRIOTIC APPEALS Flag waving can be effective, especially for conservative audiences Patriotic appeals can also be perceived as divisive Us vs. them mentality Wedge issue Commercializing patriotism can backfire Alhovik/Shutterstock.com

SEX APPEALS Sex sells! Brands that rely on sexual imagery Abercrombie & Fitch American Apparel Axe Body Spray Carl’s Jr. Dolce & Gabbana People for the Ethical Treatment of Animals (PETA) Tom Ford Old Spice cdrin / Shutterstock.com

SEX APPEALS--continued Caveats and cautions Sexual imagery can go too far Sex appeals reinforce gender stereotypes Sexual appeals may turn off consumers Female consumers Conservative/religious consumers LGBTQ consumers Sex doesn’t sell better than other types of appeals

WARMTH APPEALS Warmth is a common advertising strategy Warmth includes friendliness, folksiness, and good feelings Walmart greeter Olive Garden, “When you’re here, you’re family.” Snuggles fabric softener bear State Farm, “Like a good neighbor…” designs by Jack / Shutterstock.com

INGRATIATION Forms of ingratiatory behavior Other enhancement: “Have you lost weight?” Opinion conformity: “I couldn’t have said it better myself.” Self-presentation: “I rushed over from the Senior Center, where I volunteer every Wednesday.” Performing favors: “I brought donuts!” Rommel Canlas/Shutterstock.com