{"id":87,"date":"2026-02-23T10:41:55","date_gmt":"2026-02-23T10:41:55","guid":{"rendered":"http:\/\/localhost\/persuasion\/?post_type=content&p=87"},"modified":"2026-02-23T11:23:25","modified_gmt":"2026-02-23T11:23:25","slug":"chapter-13-motivational-appeals","status":"publish","type":"content","link":"https:\/\/routledgelearning.com\/persuasion\/chapter-resources\/chapter-13-motivational-appeals\/","title":{"rendered":"Chapter 13: Motivational Appeals"},"content":{"rendered":"\n
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Chapter 13: Motivational Appeals<\/h2><\/div>\n<\/div>\n\n\n\n
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Chapter Summary<\/h2>\n\n\n\n

Motivational appeals are external inducements, often of an emotional nature, which are used to increase an individual\u2019s 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\u2019s moods, feelings, or emotions as a means of persuasion. They can be thought of as attempts to jump-start an individual\u2019s 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.<\/p>\n\n\n\n

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