Reciprocity 2, liking & using emotions - Emotional appeals
14 important questions on Reciprocity 2, liking & using emotions - Emotional appeals
What are the basic processes via which we can use emotions to influence?
- Push: Arouse emotion and than offer the target a way of responding to that emotion (which, of course, is the desired action). → e.g. You increase fear, and people want to get away from that, so you offer them a way out, which is exactly the behavior that you want them to do.
- Distract: By inducing emotions, the target becomes preoccupied with emotion (=distract), unable to critically analyse and focus, and thus complies. OR Target channels all thoughts and energies toward removing the threat. He does not think about much else (=distract).
What is the effect of fear appeals, such as scary pictures on a cigarette packages?
- Low fear: simple recommendation;
- Moderate fear: film of young man whos x-ray revealed he had lung cancer;
- High fear: same + vivid, cory color film of lung cancer operation
BUT
you do have to offer people a way out, because if you don't, you will paralyze them and you won't reach the wanted behavior.
What is the effect of high bonuses on productivity on the work floor?
- simple tasks: a higher bonus has a motivating effect;
- cognitively challenging tasks: a higher bonus has a crippling effect.
→ If you know you will loose a months pay if you don't perform well on a task, stops being motivated and starts being crippled. You should always have an eye for the level of control people experience over a task, they should feel they have control.
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What is the effect of fear appeals on different levels of self-esteem?
People with a low self-esteem react less good on fear-appeals: they will freeze (like the duck).
On the long term, there is no big difference in behavior.
What is the effect of affirmation as an infuencing technique?
What is the effect of distraction (e.g. by using emotions)?
E.g. If you put a ticket on a car, people think they got a fine, while actually you put a request to partcipate on a survey. Because of the initial fear and following relief, people are distracted by emotions and are more likely to go along with you request. Also, you try to avoid guilt (negative update).
What is moral cleansing?
Moral accounting & Licensing: what is the effect of the act of confession in church?
So make sure the way out of the feeling of guilt is good and not too easy! (like buying a $5 tree after booking a flight to Australia).
What is the effect of doing much good things and having built a lot of 'moral credits'?
How is negative behavior stimulated?
What is the connection between emotions and elaboration?
When you feel anger of have a good mood, elaboration goes down (peripheral route → cues, heuristics).
What is the effect of vividness of emotion on memory?
e.g. People always remember standing in dog poop very vividly. Because you remember it so vividly, you also think the freqeuncy in which is happens is higher.
What is the effect of fear on attractiveness?
What is an affect heuristic?
e.g. Mood as a heuristic: i feel good, so the product must also be good! → impact context via mood → a bottle of wine in Italy tastes different than the same bottle in Dutch winter.
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