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Flashcards in emotional appeals Deck (20)
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1

degrees of guilt- Coulter and Pinto 1995

-mothers exposed to bread or dental floss adverts -adverts reflected low, moderate or high guilt -participants reported levels of guilt, anger and happiness, plus attitudes and intention - moderate guilt adverts led to higher reported guilt in participants -high guilt adverts were less successful

2

-people who were first asked to indicate how they would expect to feel after having sex without a condom were more likely to use condoms (and do so more consistently) that those not asked

Richard et al 1996--- anticipating emotions

3

-a transgression occurred, and then they were later asked to do someone a favour-- they are more likely to comply with second request

Transgression- compliance, O'Keefe 2000

4

Hypocrisy condition, Stone et al 1994

some participants asked to record a message about safe sex for schoolkids. Then had to recall privately occasions when they did not follow these practices themselves- hypocrisy condition -others had to compose message but to present or record it - others recorded a message but were not asked to recall occasions when they did not follow these practices

5

Aristotle

- emotion is one of Aristotle's three modes of persuasion, along with logic, and authority

6

People evaluated 10 charity posters of people with mental or learning disability negative focus- incapable, dependent positive focus- valued, capable negative focus works better

Appeals to pity and guilt, Eayres and Ellis 1990

7

Richard et al 1996--- anticipating emotions

-people who were first asked to indicate how they would expect to feel after having sex without a condom were more likely to use condoms (and do so more consistently) that those not asked

8

indirect form of influence, works to capture and hold attention. can be a distraction. Normally found to have a neutral effect, but helps more often than it hinders

Humour

9

Humour

indirect form of influence, works to capture and hold attention. can be a distraction. Normally found to have a neutral effect, but helps more often than it hinders

10

some participants asked to record a message about safe sex for schoolkids. Then had to recall privately occasions when they did not follow these practices themselves- hypocrisy condition -others had to compose message but to present or record it - others recorded a message but were not asked to recall occasions when they did not follow these practices

Hypocrisy condition, Stone et al 1994

11

guilt appeals need to-

-arouse guilt by showing behaviour has violated a personal standard -provide means of making up for this by changing attitudes or behaviour -effectiveness depends on how far guilt is aroused and how effective the elicited coping response is

12

McConnel 2000-- anticipating emotions

sometimes persuaders want to impede people from anticipating certain emotions

13

Appeals to pity and guilt, Eayres and Ellis 1990

People evaluated 10 charity posters of people with mental or learning disability negative focus- incapable, dependent positive focus- valued, capable negative focus works better

14

sometimes persuaders want to impede people from anticipating certain emotions

McConnel 2000-- anticipating emotions

15

-mothers exposed to bread or dental floss adverts -adverts reflected low, moderate or high guilt -participants reported levels of guilt, anger and happiness, plus attitudes and intention - moderate guilt adverts led to higher reported guilt in participants -high guilt adverts were less successful

degrees of guilt- Coulter and Pinto 1995

16

- emotion is one of Aristotle's three modes of persuasion, along with logic, and authority

Aristotle

17

advice on humour

-peripheral cue, better for minor decisions -self-disparaging humour can strengthen argument and social attractiveness, but can be overdone -relate the humour to the substance of your message -only use good material -consider the audience

18

Transgression- compliance, O'Keefe 2000

-a transgression occurred, and then they were later asked to do someone a favour-- they are more likely to comply with second request

19

-arouse guilt by showing behaviour has violated a personal standard -provide means of making up for this by changing attitudes or behaviour -effectiveness depends on how far guilt is aroused and how effective the elicited coping response is

guilt appeals need to-

20

-peripheral cue, better for minor decisions -self-disparaging humour can strengthen argument and social attractiveness, but can be overdone -relate the humour to the substance of your message -only use good material -consider the audience

advice on humour