emotional appeals Flashcards
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
-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
-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
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
Aristotle
- emotion is one of Aristotle’s three modes of persuasion, along with logic, and authority
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
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
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
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
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
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
McConnel 2000– anticipating emotions
sometimes persuaders want to impede people from anticipating certain emotions
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
sometimes persuaders want to impede people from anticipating certain emotions
McConnel 2000– anticipating emotions
-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
