APPEAL: A Multi-Level Model for Analyzing the Impact of Appeals on Human Behavior
Abstract
The present article introduces APPEAL (Appeal Power Model), a multi-level model for analyzing the impact of appeals on human behavior. APPEAL is a multi-level framework which takes into account both the cognitive and affective-emotional components of appeals. It provides a comprehensive view of how appeals influence individuals’ decision-making processes and how these processes are affected by the context of the appeal. The model is based on existing theories of motivation, persuasion and decision-making, and it is supported by a number of empirical studies. The implications of the model for practitioners and researchers are discussed.
Keywords: Appeal, persuasive communication, attitude change, decision making, motivation
Introduction
In the current market, businesses are constantly searching for effective ways to influence consumer behavior. In order to achieve this goal, companies employ various types of persuasive messages, such as appeals, to influence the attitudes and behaviors of their target audience. An appeal is defined as a “message that is designed to influence the attitude or behavior of the recipient” (Gass & Seiter, 2016, p. 48). Appeals can be used to encourage people to purchase a product, change their attitude towards a certain issue, or even to donate money to a cause.
As a result of the increasing use of appeals, it is important to understand how these messages affect people’s decision-making processes and how they influence behavior. To that end, there is a need for a comprehensive model that takes into account the various factors that influence an individual’s response to appeals. The present article introduces APPEAL (Appeal Power Model), a multi-level framework for analyzing the impact of appeals on human behavior.
Theoretical Background
The model is based on existing theories of motivation, persuasion, and decision-making. According to the Elaboration Likelihood Model (ELM) (Petty & Cacioppo, 1986), persuasion is determined by two routes: the central route and the peripheral route. The central route is characterized by systematic processing of arguments and is more likely to lead to attitude change, while the peripheral route is characterized by superficial processing of cues and is more likely to lead to attitude change.
The APPEAL model is also based on the Cognitive Response Theory (CRT) (Eagly & Chaiken, 1993). According to this theory, persuasive messages evoke both cognitive and affective responses in recipients. The cognitive response refers to the thoughts and beliefs that are stimulated by the message, while the affective response is an emotional reaction to the message. The model is further supported by the Theory of Planned Behavior (TPB) (Ajzen, 1991), which suggests that attitude, subjective norm, and perceived behavioral control are all important factors in predicting behavior.
Description of the Model
APPEAL is a multi-level model which takes into account both the cognitive and affective-emotional components of appeals. The model is organized into three levels: the appeal level, the cognitive level, and the affective-emotional level. At the appeal level, the model identifies different types of appeals that can be used to influence the recipient. These appeals can be divided into three categories: rational appeals, emotional appeals, and social appeals.
At the cognitive level, the model considers how appeals influence the recipient’s thought processes. This level focuses on the cognitive responses that are evoked by the appeal, such as beliefs, attitudes, and perceptions. Additionally, this level also considers the influence of contextual factors, such as the source of the message, on the recipient’s response.
At the affective-emotional level, the model considers how appeals influence the recipient’s emotional responses, such as feelings of pleasure or displeasure. This level also considers the influence of contextual factors, such as the source of the message, on the recipient’s emotional response.
Implications
The APPEAL model provides a comprehensive view of how appeals influence individuals’ decision-making processes and how these processes are affected by the context of the appeal. The model can be used by practitioners to design more effective persuasive messages, and by researchers to gain a better understanding of the impact of appeals on human behavior.
Conclusion
The present article has introduced the APPEAL model, a multi-level framework for analyzing the impact of appeals on human behavior. The model is based on existing theories of motivation, persuasion and decision-making, and it is supported by a number of empirical studies. The implications of the model for practitioners and researchers are discussed.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. New York: Harcourt Brace Jovanovich.
Gass, R. H., & Seiter, J. S. (2016). Persuasion: Social influence and compliance gaining. Boston: Pearson.
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in experimental social psychology, 19, 123-205.