1-November_30

1-November_30 - COM 318 Motivational Appeals Emotion and...

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COM 318 30-Nov-09 Motivational Appeals Emotion and Persuasion Making people feel good, or bad, can be an effective persuasive strategy. “Warmth appeals” make people feel sentimental or nostalgic by emphasizing family, friends, and a sense of belonging o Hallmark Cards o Pillsbury products o Kodak o Snuggle fabric softener Gilt o Making people feel bad works, too o Making people feel sorry (guilt, sympathy) for disadvantaged people gets them to donate money o Showing disadvantaged people in a favorable light increases willingness to donate volunteer time o Organ donation appeals: Transplant recipients versus people who are on the transplant waiting list Humor o Humor can be a double-edged sword Self-deprecating humor increases liking, but generally reduces credibility Don’t use it if you don’t already have high credibility Women need to be somewhat more cautious when using humor o Humor should be relevant to the topic of persuasion When relevant to the message, humor can either operate as a
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1-November_30 - COM 318 Motivational Appeals Emotion and...

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