Chapt. 13. Motivational Appeals (Student Notes).ppt

Chapt. 13. Motivational Appeals (Student Notes).ppt -...

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Chapter 13 Motivational Appeals
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What are intrinsic appeals? Those that come from within What are extrinsic appeals? Those that are instilled by a communicator What kind of appeals are discussed in this chapter? Extrinsic What are motivational appeals? Extrinsic incentives for performing an action Often involve what we call emotional appeals
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Logical & Emotional Appeals The distinction may be artificial. Why? The distinction may have as much to do with the interpreter of the message as with the message itself. When people agree with a message, they see it as more logical and rational When people disagree with a message, they see it as more emotional or not as logical
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Fear Appeals How are fear appeals used in a persuasive message? The receiver is threatened with a dire consequence The receiver can avoid the consequence by doing what the persuaders tells him/her to do
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Extended Parallel Process Model of Fear Appeals (Witte) Major variables? Vulnerability Perceived susceptibility to the threat Fear Control Attempting to control fear Danger Control Attempting to resolve the danger or threat
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Efficacy Response Efficacy Effectiveness of solution in resolving the threat Self-Efficacy Person’s perception of his/her capability of enacting the solution
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What form of control should a receiver utilize? Danger Control For Danger Control to be used by a receiver, what other variables must the receiver use? Response Efficacy Self-Efficacy Advice for persuaders using threat? Provide the receiver a solution that is both effective (response efficacy) and practical (self-efficacy)
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Appeals to Pity and Guilt Issue:  Is it possible to engage in successful fund- raising without using pity or guilt?  If the disabled are depicted as independent and self- reliant, as opposed to being objects of pity, the  money may not continue to roll in.
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  • Fall '07
  • Sereno

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