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情感訴求的組成

Any discrete emotion can be used in a persuasive appeal; this may include jealousy, disgust, indignation, fear, and anger. Fear is one of the most studied emotional appeals in communication and social influence research. Fear appeals have been thought of as messages that attempt to achieve opinion change by establishing the negative consequences of failing to agree with the advocated position.

Important consequences of fear appeals and other emotion appeals include the possibility of reactance which may lead to either message rejections or source rejection and the absence of attitude change. There is an optimal emotion level in motivating attitude change. If there is not enough motivation, an attitude will not change; if the emotional appeal is overdone, the motivation can be paralyzed thereby preventing attitude change.

影響情感訴求的四大因素

Important factors that influence the impact emotion appeals include self-efficacy, attitude accessibility, issue involvement, and message/source features.

Self-efficacy is a perception of one?s own human agency; in other words, it is the perception of our own ability to deal with a situation. It is an important variable in emotion appeal messages because it dictates a person?s ability to deal with both the emotion and the situation. For example, if a person is not self-efficacious about their ability to impact the global environment, they are not likely to change their attitude or behavior about global warming.

Message features such as source non-verbal communication, message content, and receiver differences can impact the emotion influence of fear appeals. The characteristics of a message are important because one message can elicit different levels of emotion for different people. Thus, in terms of emotion appeals messages, one size does not fit all.

Attitude accessibility refers to the activation of an attitude from memory; in other words, how readily available is an attitude about an object, issue, or situation.

Issue involvement is the relevance and salience of an issue or situation to an individual.

行動理論

Action theory concerned with theories about the processes causing intentional (willful) human bodily movements of more or less complex kind.

Basic action theory typically describes action as behavior caused by an agent in a particular situation. The agent?s desires and beliefs (e.g. my wanting a glass of water and believing the clear liquid in the cup in front of me is water) lead to bodily behavior (e.g. reaching over for the glass). In the simple theory, the desire and belief jointly cause the action. We should take the concept of intention as basic and not analyzable into beliefs and desires.

行為的回報和強化

A reward, tangible or intangible, is presented after the occurrence of an action (i.e. behavior) with the intent to cause the behavior to occur again. This is done by associating positive meaning to the behavior. Studies show that if the person receives the reward immediately, the effect would be greater, and decreases as duration lengthens. Repetitive action-reward combination can cause the action to become habit.

Rewards can also be organized as extrinsic or intrinsic. Extrinsic rewards are external to the person; for example, praise or money. Intrinsic rewards are internal to the person; for example, satisfaction or accomplishment.

選擇的定義

Are we free to make our own choices? To answer the question, we must first cut the fat off the widely used definition of choice. Defining choice in this situation can be a difficult task. A popular definition of choice could be a mental process through which an individual weighs the consequences of their actions to create an ideal image of their preference to the outcome of their actions. But, when you look at this definition, you see that it suggests that someone who fails to carefully analyze their actions doesn?t actually make choices. Can we assume by this definition that choices are free? We can say yes, because according to this definition, if we do carefully analyze our actions, we create the outcome that we choose.

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