13 Motivational Appeals.ppt

13 Motivational Appeals 動機訴求 Intrinsic vs. extrinsic motivation Intrinsic motivation: drive that comes from within Extrinsic motivation: is instilled by some outside factors Logical and emotional appeals: A Fussy Distinction Logo (logic, reasoning)vs. Pathos (passion, emotion) Whether a message is perceived as logical or emotional has as much to do with the person perceiving the messages as it does with the message itself Fear Appeals: （Fear level or Intensity） 許多廣告都以驅逐社交為恐懼訴求 增加焦慮感真可使人取得順從嗎？ 強度之區隔難辨 恐懼強度與說服呈現正相關 Greater fear tends to produce greater persuasion 重點在認知效能（perceived efficacy) Th