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
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