Emotional appeals for changing habits
There is lots of information and advice around. In order to gain your target group’s attention and interest, you need to reach them with some sort of emotional appeal. Emotional appeals draw on positive or negative motives. Examples of emotional appeals and related energy routines and habits include:
- Negative appeals: annoying ‘drip’ of leaking taps, wasting energy = wasting money, squandering the resources of future generations, oil dependency’s links to international conflicts, the threat of climate change
- Positive appeals: improving the comfort of your living conditions, saving money, becoming more competent in caring for your family, being part of a smart new movement
Emotional appeals are always necessary to get people engaged, irrespective of whether your target group consists of ordinary people, local politicians or business managers. They can be useful tools when
- you know what kinds of appeals your target group is likely to respond to
- you know how to present your appeals in a way that is relevant for your target group
► Take care when using negative appeals – they cannot always be avoided, but need to coupled with solutions to the problem.
► You need to be sensitive and honest when dealing with people’s emotions- don't be manipulative
► You need to make sure that your emotional appeals are backed up by facts.
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