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