Chapter Summary

Motivational appeals are external inducements, often of an emotional nature, which are used to increase an individual’s drive to undertake some course of action. By external inducements, this chapter means incentives that exist apart from the substance of a message itself. Motivational appeals seek to alter people’s moods, feelings, or emotions as a means of persuasion. They can be thought of as attempts to jump-start an individual’s drive to do something. According to the elaboration likelihood model, emotional appeals exert more influence when receivers rely on peripheral processing. Emotional marketing relies on motivational appeals. Some experts argue that emotions tend to trump reason in consumer purchasing decisions. However, logical and emotional appeals are interrelated and can be used in tandem. The chapter focuses on ten types of motivational appeals. The first is the use of anger to motivate people. The second is the use of fear appeals. Several models of fear arousal as it relates to persuasion are considered. Third, the role of pity, guilt, and shame in persuasion are explained. They are often interrelated. Humorous appeals are discussed next. Humor serves a variety of functions in persuasion. Appeals to pride and patriotism are examined. The use of sex appeals is considered, including instances in which sex appeals can backfire. Finally, warmth appeals and ingratiation are discussed. Ethical implications of using positive and negative inducements to persuade are also considered.

Quiz

1. 

A soccer coach praises players for demonstrating teamwork during practice, saying things like, “Alex is being a great teammate by passing the ball,” or “Sophie is showing leadership by helping clean up equipment.” This use of social labeling is an example of:

Ingratiation

Fear appeals

Warmth appeals

Guilt appeals

None

2. 

Carlos’s coworkers asked him to cover a shift on Saturday. He replied, “I’d love to help, but I’m volunteering at the animal shelter this weekend.” Carlos is engaging in which type of ingratiation?

Other enhancement

Self-presentation

Opinion conformity

Social desirability bias

None

3. 

A nutritionist tells a client, “You are at risk for high cholesterol. You need to change your diet to reduce saturated fats. Studies show this will lower your cholesterol.” The client protests, saying, “I don’t like vegetables and can’t eat them every day.” The nutritionist responds, “In that case, try swapping soda for water or eating fruit as a snack. That should be easier to manage.” The nutritionist’s response focuses on which aspect of the EPPM?

Perceived vulnerability

Fear control

Self-efficacy

Response efficacy

Controllability

None

4. 

Which of the following scenarios best exemplifies intrinsic motivation?

Jamal has always loved painting, so he signs up for a weekend art workshop just for fun.

Tina attends a weekly trivia night mainly to hang out with friends rather than enjoy the game.

Sara was asked to organize the office holiday party to impress her boss and coworkers.

Kevin joins a cooking class hoping to meet new romantic partners.

None

5. 

A nonprofit sends letters to past donors saying, “If you don’t donate again, many children will go hungry this year.” What is one risk of using this guilt appeal?

Recipients may feel pressured and throw the letter in the trash without donating

Recipients will become immune to future fundraising appeals

Recipients will carefully compare donation options

Recipients will take steps to avoid danger

Recipients will defend their past donation decisions

None

6. 

A local plumbing company runs a commercial featuring a model in a revealing swimsuit to make their brand look sexy." What is the MOST likely problem with this ad?"

This is a peripheral cue

Sexual imagery is inherently offensive

low brand congruity

Sexual imagery could induce psychological reactance

None

7. 

When people buy chocolate, go to concerts, or watch movies mainly to enjoy themselves, which view of marketing does this illustrate?

the hedonic view

the peripheral view

the brand congruity view

fear control

None

8. 

A company airs a commercial showing its workers raising the American flag and singing the national anthem while promoting their new product. What type of persuasive appeal is this?

National congruity

Patriotic appeal

Guilt appeal

Fear appeal

None

9. 

A charity ad shows a smiling family hugging their rescued dog while volunteers hand out blankets to children. The narrator says, Join us in making everyone feel loved and cared for." What type of persuasive appeal is being used?"

Warmth appeal

Guilt appeal

Fear appeal

Joy appeal

None

10. 

Nowadays, researchers are fairly confident that the relationship between fear level, or intensity, and attitude change is negative and linear

True

False

None

11. 

For a fear appeal to be effective, it must trigger both fear control and danger control

True

False

None

12. 

Warmth appeals operate primarily through association

True

False

None

13. 

If you are taking this class because you need it to graduate, and not for the sake of learning, your motivation can best be described as _.

14. 

Fear appeals which trigger _ are more likely to lead to positive, constructive responses to avoid the danger.

15. 

According to Petty and Cacioppo (1986), humor tends to operate via the _ route to persuasion.

16. 

Advertisements which make us feel sentimental about life, such as a television commercial depicting a family reunion full of hugs and smiles, rely on _.

Time’s up

Essay Questions

1. Explain the relationship of fear control and danger control according to Kim Witte’s Extended Parallel Processing Model (EPPM).
2. If you were designing a fear appeal for a public health awareness campaign (seat belt usage, smoking cessation, condom usage, etc.), what would you need to do to maximize the fear appeal’s effectiveness?
3. Identify two specific ways in which humor facilitates persuasion.