View stunning SlideShares in full-screen with the new iOS app!Introducing SlideShare for AndroidExplore all your favorite topics in the SlideShare appGet the SlideShare app to Save for Later — even offline
View stunning SlideShares in full-screen with the new Android app!View stunning SlideShares in full-screen with the new iOS app!
Pathos Negative Emotions Positive Emotions Fear Happiness / Joy Guilt Pride Shame Relief Anger Hope Sadness Compassion
Incentives to Motivate Incentives: Reward promised if particular action is taken or goal is reached Costs: Expenditures we incur; physical, psychological, social Incentives should outweigh the costs
Ethics in Persuasion Audience has choice Evidence is reliable Emotional appeals do not substitute for argument or evidence