How can emotions be used to persuade?

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Recommended: Rational and emotional appeals in social psychology

Theorists identified persuasive appeals to involve both emotional and logical persuasion (Larson, C., 2013, p. 185). These studies defined “psychological appeals or process premises” as persuasion targeting our cognitive and emotional channels (Larson, C., 2013, p. 186). They target the receiver’s emotions or mental psychic in the circumferential passage of the ELM (Larson, C., 2013, p. 186). This type of persuasion focuses on personal needs, emotions, attitudes and psychological satisfaction (Larson, C., 2013, p. 186). For example, it might include the emotional displeasure an individual might experiences regarding their poor choices (Larson, C., 2013, p. 186). Individuals experience a range of emotions.
Researchers found that when individuals experience emotions that are “fear-based” resulting in cognitive stress, they take immediate action to alleviate the pressure (Larson, C., 2013, p. 186). These types of appeals operate in “business, marketing, advertising, sales promotions, politics, interpersonal communication and ideological persuasion” where a number of fears-based emotions might occur (Larson, C., 2013, p. 186). Some cognitive premises drive brand persuasion, for example, purchasing preferences may be based on an individual’s emotional and psychological needs (Larson, C., 2013, p. 187).
Some persuasion research studies identified an individual’s “compelling needs” as the want “for emotional security” (Larson, C., 2013, p. 190). This need constructs emotional concern regarding futuristic emotions, unmet needs, well-being and security (Larson, C., 2013, p. 190). When these needs are left unmet, individuals become discontent, distressed and motivated to seek ways to resolve the stress (Larson, C., 2013, p. 187). S...

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...s (Larson, C., 2013, pp. 206 & 207). Researchers found that emotions of “anger” can produce high engagement and effective solutions to problems (Larson, C., 2013, p. 209). For example, the campaign to change the laws impacting the oversight organization of our securities and exchanges by appealed to individuals that felt cheated by the financial rewards given to the poor performing executive leaders (Larson, C., 2013, p. 209). Pride is another key emotion. The emotions of “pride” appeals have been successfully used by charitable organizations to persuade and make contributors feel proud to support their initiative and help others in doing so (Larson, C., 2013, p. 209). In addition, “happiness and joy” cause based appeals such as Feed the Children create emotions in the contributing target audience such as confidence and trust (Larson, C., 2013, pp. 209 & 210).

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