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The Huron University College Journal of Learning and Motivation

Abstract

Evidence provided by theories of emotional advertising and of emotional psychological processes (Lazarus, 1991) supplies the foundation for this study of the effectiveness of emotional appeals and rational appeals in conjunction with individual differences in Emotional Intensity (EI). The study hypothesizes that emotional appeals will induce greater motivation for supporting the cause against global poverty than will rational appeals. Additionally, it is hypothesized that emotional intensity and appeal type will have an interaction effect and that the High EI-Emotional Appeal group will show the highest motivation out of all of the conditions. Following a 2X2 ANOVA, the main effect of appeal type was found to be significant (F(l,28)=5.06, p


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