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What is Emotional Appeals and Social Proof in Persuasion about?

Positive emotional appeals and social proof are effective strategies in persuasive communication, significantly impacting attitudes and behaviors. Health campaigns using positive emotions lead to higher vaccination intentions, while consumer decisions are influenced by the number of positive reviews. These strategies operate through different mechanisms, with emotional appeals relying on affective cues and social proof leveraging perceived consensus.

Author

belovedmariakim

Language

EN