Fear appeal:
A very persuasive attempt to unleash the motivation to take precaution and protecting one’s self is done by the arousal of fear (Ruiter, Abraham, & Kok, 2001, p. 614). To be effective and impactful a fear appeal should have a threat and a solution at the same time. Moreover fear is an emotion that is forecasted normally accompanied by a sudden response to neutralise threat with unpredictable outcomes and it happens before the action takes place (Loewenstein, Weber, Hsee, & Welch, 2001). Various models have been developed over time by the researchers to come up with a satisfactory explanation about fear appeal and its relationship with persuasion. Models include fear drive model (Janis & Feshbach, 1953; Ray & Wilkie, 1970),protection motivation theory (PMT) (Rogers, 1975). The protection motivation theory is of the view that when an individual is faced with a threat or fear appeal, it triggers cognitive process which are parallel in nature. The first one is assessment of threat and …show more content…
So when we talk about guilt appeal, scholars have divided it into three main parts, first one is the guilt that is anticipated, second one is the guilt that is reactive and the last one is the guilt that is existential (Lwin & Phau, 2014). The first one comes into action when you are talking about the outcomes of the future in relation to the behaviour of an individual, the second one is observed when you talk about the behaviour conducted in the past that was harmful to others or one’s own self (Antonetti & Baines, 2014; Cotte et al., 2005). The third one comes when an individual comes to know about the dissimilarities in relation to the well being of themselves and others (Lwin & Phau,
A very persuasive attempt to unleash the motivation to take precaution and protecting one’s self is done by the arousal of fear (Ruiter, Abraham, & Kok, 2001, p. 614). To be effective and impactful a fear appeal should have a threat and a solution at the same time. Moreover fear is an emotion that is forecasted normally accompanied by a sudden response to neutralise threat with unpredictable outcomes and it happens before the action takes place (Loewenstein, Weber, Hsee, & Welch, 2001). Various models have been developed over time by the researchers to come up with a satisfactory explanation about fear appeal and its relationship with persuasion. Models include fear drive model (Janis & Feshbach, 1953; Ray & Wilkie, 1970),protection motivation theory (PMT) (Rogers, 1975). The protection motivation theory is of the view that when an individual is faced with a threat or fear appeal, it triggers cognitive process which are parallel in nature. The first one is assessment of threat and …show more content…
So when we talk about guilt appeal, scholars have divided it into three main parts, first one is the guilt that is anticipated, second one is the guilt that is reactive and the last one is the guilt that is existential (Lwin & Phau, 2014). The first one comes into action when you are talking about the outcomes of the future in relation to the behaviour of an individual, the second one is observed when you talk about the behaviour conducted in the past that was harmful to others or one’s own self (Antonetti & Baines, 2014; Cotte et al., 2005). The third one comes when an individual comes to know about the dissimilarities in relation to the well being of themselves and others (Lwin & Phau,