Motivational Appeals



The Tools of Motivation and Emotion

Process premises target the psychological process that provide impetus for most people, from the most basic to the most sophisticated. 

Needs - The First Process Premise
Packard's "Compelling Needs"
  • Emotional Security
  • Reassurance of Worth
  • Ego-Gratification
  • Creative Outlets
  • Love Objects
  • Sense of Power
  • Sense of Roots
  • Immortality
Maslow's Hierarchy
  • Self-actualization
  • Esteem
  • Belonging
  • Safety
  • Physiologitcal

Emotions - The Second Process Premise
  • Fear
  • Guilt
  • Anger
  • Pride
  • Happiness/Joy

Attitudes - The Third Process Premise
Attitudes, Beliefs and Opinions

The Functions of Attitudes
  • Cognitive influences
  • Emotional influences
  • Behavioral influences

Consistency - The Fourth Process Premise
Cognitive Dissonance Theory





Sources of Dissonance
  • Loss of Group Prestige
  • Economic Loss
  • Loss of Personal Prestige
  • Uncertainty of Prediction

Sources of Consonance
  • Reassurance of Security
  • Demonstration of Predictability
  • The Use of Rewards