Affective and Motivational
Approaches to Persuasion
 Affective
approaches
–Classical conditioning
–The mere exposure effect
–Zillmann’s theory of emotion
–Mandler’s theory of emotion

Motivational approaches
–Balance theory
–Cognitive dissonance theory
–Impression management theory
–Attitude functions
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TM 8-1
Classical conditioning in advertising
Positive Stimulus
(music, scenery,
people, animals)
Advertised Brand
(paired with
positive unconditioned response)
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Positive
Affect
Positive
Affect
(toward brand)
TM 8-2
Classical
Conditioning...
Humor
Appeal
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TM 8-3
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TM 8-4
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TM 8-5
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TM 8-6
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TM 8-7
Zillmann’s excitation transfer
theory
Arousal level
physiological arousal
perceived arousal
Phase 1
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Phase 2
Time
Phase 3
TM 8-8
Mandler’s Discrepancy/Interruption Theory
Favorableness of Evaluation
50
Moderate
incongruity
Moderate
incongruity
45
40
35
Congruity
All natural
30
high preservative
Soft Drink
Congruity
Fruit Juice
Schema Activated
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TM 8-9
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TM 8-10
Balance theory application: Andre Agassi
and the Rebel camera
p (You)
?
+
(Andre Agassi) o
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+
x (Rebel camera)
TM 8-11
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TM 8-12
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TM 8-13
Cognitive Dissonance Theory
Attitude toward the task
Favorable
12
11
10
9
8
Unfavorable 7
Control
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$20.00
Experimental condition
$1.00
TM 8-14
Feeling Lucky?
Perceived luck
High luck
7
6
5
4
Low luck
3
Prebet
Postbet
Time of Measurement
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TM 8-15
Moderators of the Dissonance Effect
Attitude-Inconsistent Behavior
Perceived Aversive Consequences
Perceived Responsibility
Dissonance Arousal
No perceived aversive
consequences and no
dissonance effect
No perceived responsibility
and no dissonance effect
Misattribution of arousal
and no dissonance effect
Dissonance Effect
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TM 8-16
The Knowledge Function…
Arousal Conditions:
Change Conditions:
- Ambiguity
- Uncertainty
- meaningful information
- meaningful frameworks
Approach:
Avoidance:
Relevant Theories:
Certainty
Uncertainty
Theory of Lay Epistemology
Approach Persuasion:
Avoidance Persuasion:
Factual Appeals
Quality Appeals
Logical Arguments
Hypothesis Disconfirming Ads
Mystery Ads
Disrupt-Then-Reframe
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TM 8-17
The Knowledge
Function…
A Factual Appeal
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TM 8-18
The Knowledge
Function…
A Factual Appeal
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TM 8-19
The Knowledge
Function…
A Quality Appeal
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TM 8-20
The Knowledge
Function…
Mystery Ads
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TM 8-21
The Knowledge
Function…
Mystery Ads
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TM 8-22
The Knowledge
Function…
Mystery Ads
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TM 8-23
The Knowledge
Function…
Mystery Ads
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TM 8-24
The Knowledge
Function…
Disrupt-thenreframe Ads
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TM 8-25
The Value-Expression Function…
Arousal Conditions:
Change Conditions:
- Salience of cues assoc.
with values
- Self-awareness
- Self-presentational appeals
- Value-oriented appeals
Approach:
Avoidance:
Relevant Theories:
Indirect “+” assoc.
Indirect “-” assoc.
Impression Management Theory
Approach Persuasion:
Avoidance Persuasion:
Image Appeals
Celebrity Endorsers
Attractive Endorsers
Unattractive Users of Competing Brands
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TM 8-26
The Value-Expressive
Function…
Image Appeals
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TM 8-27
The Value-Expressive
Function…
Attractive Endorsers
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TM 8-28
The Value-Expressive
Function…
Celebrity Endorser
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TM 8-29
Susceptibility to Image-Oriented
Appeals
2.5
2
1.5
1
0.5
0
-0.5
-1
-1.5
-2
-2.5
-3
2.32
0.77
-1.37
-2.57
Greeting Card
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Perfume
Coffee
Airconditioner
TM 8-30
Susceptibility to image-oriented appeals
7.4
6.84
6.08
5
4.88
high self-monitor
low self-monitor
3.68
Canadian
Club
Whiskey
Barclay
Irish Moca
Cigarettes Mist Coffee
Product
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TM 8-31
The Ego-Defense Function…
Arousal Conditions:
Change Conditions:
- Threats
- Repressed Impulses
- Frustrations
- Self-insight
- Catharsis
- Authority
Approach:
Avoidance:
Relevant Theories:
Increase perceived
likelihood of
desired events
Decrease perceived
likelihood of
desired events
Terror Management Theory
Approach Persuasion:
Avoidance Persuasion:
Authority Figures
Expert Endorsers
Fear Appeals
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TM 8-32
The Ego-Defensive
Function…
Expert Endorser
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TM 8-33
The Ego-Defensive
Function…
Fear Appeal
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TM 8-34
The Adjustment Function…
Arousal Conditions:
Change Conditions:
- Salience of cues assoc.
with needs
- Activation of needs
- Reward and punishment
- New needs
- New levels of aspiration
Approach:
Avoidance:
Relevant Theories:
Pleasure
Pain
Promotion vs. Prevention Focus
Approach Persuasion:
Avoidance Persuasion:
Focus on the benefits of using
the advertised brand
(comparative ads, classical
conditioning and social modeling
Focus on the costs of not using
the advertised brand
(comparative ads, classical
conditioning and social modeling
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TM 8-35
The Adjustment
Function…
Comparative Ads
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TM 8-36