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How Can Emotions Be Used To Persuade?

883 words - 4 pages

Theorists identified persuasive appeals to involve both emotional and logical persuasion (Larson, C., 2013, p. 185). These studies defined “psychological appeals or process premises” as persuasion targeting our cognitive and emotional channels (Larson, C., 2013, p. 186). They target the receiver’s emotions or mental psychic in the circumferential passage of the ELM (Larson, C., 2013, p. 186). This type of persuasion focuses on personal needs, emotions, attitudes and psychological satisfaction (Larson, C., 2013, p. 186). For example, it might include the emotional displeasure an individual might experiences regarding their poor choices (Larson, C., 2013, p. 186). Individuals experience a ...view middle of the document...

, 2013, p. 187).
Other persuader’s target advocating methods to satisfy individual’s cognitive and imaginative needs (Larson, C., 2013, p. 188). For instance, a person might drive a luxury car to satisfy their emotional need for admiration from others (Larson, C., 2013, p. 188). Therefore, marketers utilize “psychoanalytic motivation research” to better understand purchasing behavior motives, emotions and needs (Larson, C., 2012, p. 188). This research is focused on methods that target cognitive processes to meet the real or imagined emotional needs (Larson, C., 2013, p. 189). Studies found that new car purchases are a result of the driving the vehicle and emotional engagement with the sensory factors not logical performance features (Larson, C., 2013, p. 190).
Some emotions related to needs identified by researchers include assurance of worth, egoism, creativity, influence, love, family connection and perpetuity (Larson, C., 2013, pp. 192-197). There are other needs to consider. Maslow’s hierarchy model of needs theorized that individuals have numerous needs that appear, diminish and reappear (Larson, C., 2013, p. 199). This model identifies the physical effects necessary to live as the first need that must be met (Larson, C., 2013, p. 200). Therefore, until this need is satisfied individuals do not focus on higher psychological needs of feeling safe, loved, important to others or self-fulfillment (Larson, C., 2013, p. 200).
While the needs that people feel are the “first process premise” that can motivate an individual’s reaction or response to persuasion, the second appeals directly to emotions (Larson, C., 2013, pp. 187 & 204). Studies identified five parts to individual emotions as initial assessment of position, physical changes to body, physical response, motivated intent, and state of emotions (Larson, C.,...

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