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

2. Chapter 13
Motivational Appeals

3. 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
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4. 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

5. 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

6. 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

7. 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
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8. 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
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9. 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
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10. 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

11. 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

12. 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

13. 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

14. 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

15. 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!”
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