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Emotional message appeals

In this session, I examine how "heart" and "emotion" drive persuasion, specifically focusing on the most researched emotional appeals: Fear Appeals: Learn how to use a persuasive communication that tries to scare people into changing their attitudes by conjuring up negative consequences that will occur if they do not comply. Learn about the Extended Parallel Process Model (EPPM) which explains why fear appeals sometimes succeed and why they often fail. Danger Control vs. Fear Control: Discover the difference between a "danger control" response, where people take action to avert a threat, and a "fear control" response, where they simply try to manage their anxiety. Guilt Appeals: Explore how empathy and efficacy work together to trigger a "norm of helping" through guilt.