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Pleasure – Pleasure is not technically an emotion rather a grouping of emotions to create an experience referred to as pleasure. It includes happiness, pride and other subsets of emotions. The anticipation of good and desirable feelings from actions you take or things you acquire.
Anticipated Pain – Pain is often incorrectly referred to as an emotion. According to Dr. Antonio Damasio, “pain is the perception of a sensory representation of local living-tissue dysfunction . . . In other words, the organism is designed to respond to the actual or threatened loss of integrity of its tissue with a particular type of signaling.” Anticipation of pain is one of the most powerful emotional sets that you can leverage. It is the selfinflicted feeling of what an experience will be like for the person if something in their control occurs because they don’t take an action. It is also often a very visceral reaction to a problem they are currently experiencing.
Fear – Forms a persuasion perspective closely associated with loss. It is a sense of a lack of safety or anticipation of loss.
Flattery – A feeling of being somehow special and desirable.
Pity – This is most often induced to raise funds for charities, etc., It is a transposition of a very unfortunate person or incident onto themselves and feeling how they imagine they’d feel in a similar situation and wanting to make a difference now.
Consequences – Cause and effect. It is the sense of what not taking action or not making a decision could bring.
Status or Celebrity – Keeping up with the Joneses, a positive feeling of being on display or receiving very positive attention for some action. This is one of the most overlooked emotions by professional persuaders. Many people want their fifteen minutes of fame so they can leverage it . . . or at least enjoy it.
Approval – A feeling of making a right decision of (or?) doing the right thing and receiving positive recognition for it.
Love – Advertising has done a very good job of linking the feeling of love with products, particularly food. A sense of well being, connectedness and unconditional acceptance.
Hate – Virulent dislike, revulsion. A very effective emotion to evoke when making comparisons or setting up us vs. them scenarios.
In order to create an emotional reaction to your message you must create a powerful appeal that encourages people to feel the correct emotion. Overt appeals are rarely as effective as subliminal appeals. In the case of the Vulcan salesman, his appeal was so overt that for my mom it had virtually no impact.
Many of the techniques we’ve already explored precondition or set up the appeal and any interaction has the person already feeling a certain emotion. Persuasion occurs when you fulfill the emotional desire that your efforts have created.
Data is a real-time snapshot *Data is delayed at least 15 minutes