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APPEALING TO POSITIVE
MOTIVATIONS AND EMOTIONS
IN SOCIAL MARKETING:
EXAMPLE OF A POSITIVE
PARENTING CAMPAIGN
By Nadine Henley, Robert J Donovan, and Helen Moorhead
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Introduction
T
he decision whether to adopt a positive or negative appeal is fundamental to all
social marketing campaigns. There is no universal agreement on what constitutes a
"positive" and "negative" appeal, though the terms are used frequently by practitioners
(Donovan, Henley, Jalleh & Slater, 1995). In the literature, positive appeals are
generally considered to be appeals eliciting or promising positive emotions as a result
of using a product or adopting a recommended behavior. Conversely, negative appeals
are considered to be those eliciting or promising negative emotions as a result of not
using the product or adopting the behavior.
The effective use of negative emotions such as fear has been researched extensively since the 1950s (see reviews by Higbee, 1969; Sutton, 1982,1992; Boster &
Mongeau, 1984; Job, 1988; LaTour & Zahra, 1988). There is some controversy over
the use of fear in social marketing, particularly high levels of fear that may induce
defensive or maladaptive responses in the target audience (Stuteville, 1970; Job, 1988).
A few studies have examined the relative effectiveness of positive vs negative appeals
(Brooker, 1981; Menasco & Baron, 1981; Donovan et al., 1995) while a number of
studies have looked at positive and negative message framing (e.g., Maheswaran &
Meyers-Levy, 1990; Block & Keller, 1995). However, to our knowledge, there is little
research on the effective use of positive appeals per se in social marketing. This paper
presents the theoretical basis for appealing to positive motivations and emotions, and
evaluates a recent positive parenting campaign conducted by the Western Australian
Family and Children's Services.
Positive vs Negative Appeals:
A positive vs negative dichotomy can be based on several different criteria
(Donovan et al., 1995):
• eliciting or promising positive or negative emotions
• appealing to positive or negative motivations;
• offering rewards or punishments;
• promoting benefits vs disbenefits;
• promoting adoption of desirable vs cessation of undesirable behaviors.
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Rossiter & Percy's (1987; 1997) model of positive and negative motivations
provides a useful conceptual framework. To our knowledge, this is the only theorybased positive-negative appeals distinction in the consumer behavior area (apart from
learning theory).
Table 1:
Rossiter & Percy's (1987) Hypothesized Relationships
Linking Emotions to Motivations in Advertising
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NECSAIÎVE (B«©J»¿OTONAL) MOTIVES
Annoyance > relief
Fear > relaxation
Disappointment > optimism
Conflict > peace of mind
Mild annoyance > convenience
1. Problem removal
2. Problem avoidance
3. Incomplete satisfaction
4. Mixed approach-avoidance
5. Normal depletion
PosrrrvE (TRANSFORMATIONAL) MOTIVES
6. Sensory gratification
7. Intellectual stimulation/mastery
8. Social approval
9. Conformity*
10. Self-approval*
EMOTIONAL SEQUENCE
EMOTIONAL SEQUENCE
Dull (or neutral) > sensory anticipation
Bored (or neutral) > excited
Naive (or neutral) > competent
Apprehensive (or neutral) > flattered
Indecisive (or neutral) > belonging
Conflict (or neutral) > confident, strong
* Added by Donovan et al. (1995).
Rossiter & Percy (1987) proposed that eight motives energize all human
behavior, either in response to negative stimuli, which the individual seeks to reduce or
remove, or to positive stimuli, which the individual seeks to acquire or experience.
Each motivation state is accompanied by a corresponding appropriate emotional state.
The Rossiter-Percy approach differs from other approaches in that it specifies appropriate emotion sequences, e.g., from fear to relaxation, for maximum advertising impact
(see Table 1; the suggested emotions are not exhaustive). This model provides the theoretical basis for developing:
1) Negative appeals such as a threat based on the motivation of problem
avoidance (e.g., quit smoking to avoid the threat of lung cancer and its consequences) which would appropriately arouse the emotional response of
fear. The threat would be followed by a reassurance of the efficacy of
adopting the recommended behavior which would appropriately arouse the
sequential emotional state of relaxation.
2) Positive appeals such as a promise based on the motivation of athletic mastery (e.g., quit smoking to obtain the reward of improved physical fitness).
This appeal could portray a relatively neutral state followed by a reassur-
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Social Marketing Quarterly / Summer 1998
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anee of the efficacy of adopting the recommended behavior which would
appropriately arouse the sequential emotional state of excitement or pleasurable anticipation.
Many social marketing issues appeal to the negative motivation of problem
avoidance, that is, avoiding illness, accident, injury and premature death by adopting
the recommended — or ceasing the undesirable — behavior. Examples of appropriate
accompanying negative emotions are fear, guilt, remorse and sadness. For some issues,
for example road safety, it may be quite difficult to propose credible positive motivations. However, in view of the multiplicity of negative social marketing campaigns, and
the possibility that eliciting strong negative emotions may induce defensive or maladaptive responses, it may be useful to consider the relative potential persuasiveness of
positive appeals. [For example, one reason "brotherhood" (Rothschild, 1979) may be
hard to sell is that it is usually conceptualized as "anti-racism".] It is suggested that positive appeals are currently underutilized, perhaps because there is some doubt that positive appeals can be as effective as negative appeals.
"Accentuate the Positive" Positive Parenting Campaign
In 1996-97, a social marketing campaign was developed by the Western
Australian Family and Children's Services to promote positive parenting techniques. A
recent study (Silburn, Zubrick, Garton, Gurren et al., 1996) had indicated that it may be
possible to prevent mental health morbidity in children by changing patterns of behavior such as coercive parenting styles, family discord, child abuse or physical discipline.
Silburn et al. (1996) identified that an "encouraging parenting style" is associated with
substantially lower rates of mental illness in children.
Rather than highlighting the dangers of coercive parenting or focusing on parents' lack of skills, the campaign was designed to assist parents in gaining mastery of
the encouraging parenting style, building on existing skills to enable parents to manage
their children's behavior effectively at different stages in their development
The campaign, entitled "Accentuate the Positive", developed a number of
printed and video products and services targeted to parents, teenagers, professional
careers and other intermediaries. They were distributed via public libraries, shop-front
parenting information centers in shopping centers, the internet, via direct response, and
a parenting information telephone line; and supported by direct mail, mass media
advertising and publicity. The total marketing mix was designed to demonstrate and
convey the positive effects of good parenting styles such as happy family relationships,
rather than the negative consequences of poor parenting such as child abuse and
domestic violence. (Appendix 1 contains the TV advertisement concept, seepage 51.)
Applying Rossiter & Percy's (1987) model, this campaign appeals to the positive motivation of mastery of parenting skills. This was achieved by modeling encouraging parenting behavior in the advertisement Positive emotions portrayed by the
message included love (hugging the child), excitement (playing with the child),
assertiveness (turning off TV at bedtime) and humor (amused acceptance of a messy
kitchen after the children's attempt to cook).
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Appendix 1
TV concept: "Accentuate the Positive" (Vintén Browning)
VISION
The vision depicts a series of
demonstrations of positive parenting
'hints' that are reinforced by the lyrics of
the song and a graphic at the base of
each scene.
SCENE: We see a parent hugging their
child. The child has obviously done
something good.
GRAPHIC: PRAISE WORKS
WONDERS
SCENE: This scene shows a parent
holding back when a child is doing
something potentially irritating.
GRAPHIC: TRY NOT TO THREATEN
SCENE: A child is congratulated for
tidying their room, putting out the
garbage or a similar task well done.
GRAPHIC: CATCH YOUR
CHILDREN BEING GOOD
SCENE: We see a TV set being turned
off. It's obviously bedtime and Dad
means it!
GRAPHIC: SET UMITS AND STICK
BY THEM
SCENE: A happy scene. A child is being
praised and reveling in the experience.
GRAPHIC: CREDIT WHERE
CREDIT'S DUE
SCENE: A child's toy is being taken
away as punishment.
GRAPHIC: BE FIRM BUT FAIR
SCENE: A parent shakes their head at a
child simply being a child. You can't
control everything is the message.
GRAPHIC: YOU CAN'T CONTROL
EVERYTHING
SCENE: A happy positive scene to end
on.
END GRAPHIC: Parenting. Be Positive.
Be your Best. Parenting line Free call #.
AUDIO
Throughout, we hear the 1940's
song — 'Accentuate the Positive'
Music and Lvrics
Accentuate the positive
Eliminate the negative
Latch on to the affirmative
Don't mess with Mr. Inbetween
You've got to spread joy up to the
maximum
Bring gloom down to the minimum
Have faith or pandemonium
Be positive and show them what
you mean
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Results
Like many other social marketing campaigns, the positive parenting campaign
is intended to be evaluated over an extended time frame. However, initial results are
encouraging. Some of these results are detailed below.
The campaign comprised several strategies which were evaluated using survey
research and by monitoring requests for materials. The television advertisement
achieved 69 % awareness in the target group. Forty per cent of parents said they
planned to do something to improve their parenting as a result of a seeing this advertisement, with 25 % saying they had already done so (Donovan Research, 1996), indicating substantial behavioral as well as attitudinal change. Over the duration of the
campaign (1995-1997), over 350,000 booklets and 3,200 videos were distributed to
parents and professionals, including teachers, child health nurses, social workers and
child care workers. Telephone calls to the Parenting line in October, 1996 (when the
advertising campaign was scheduled) increased by 40 % compared with the previous
monthly calls. Market research found significant positive shifts in attitudes to obtaining
help with parenting. In 1996,54 % of parents agreed with the statement that "Parents
who need help in their parenting role are failures." By 1997, this had dropped to 44 %.
There was also a substantial increase in awareness of the Family and Children's
Services' role in providing parenting services.
Conclusion
The positive appeal of this campaign was well-received by the target market
and initial results are encouraging. The decision to adopt a positive rather than negative
approach can be theoretically supported with Rossiter & Percy's (1987) model of positive and negative motivations. This campaign appealed to the positive motivation of
mastery (of parenting skills) linked with positive emotions associated with loving family relationships. Appropriate motivations and emotions would vary according to the
social marketing issue. For example, health promoters could appeal to self-approval
motivations for achieving fitness ("Be all you can be"); road safety campaigns could
appeal to intellectual needs ("Smart people don't drink and drive"), or social approval
via social justice concerns. It is hoped that social marketing practitioners will continue
to explore the possibility of appealing to positive motivations and that future evaluations of positive campaigns will confirm the effectiveness of positive appeals for appropriate issues.
About The Authors
Nadine Henley, Ph.D. is a Senior Lecturer in the School of Marketing and Tourism at
Edith Cowan University, Joondalup, Western Australia.
Robert J. Donovan, Ph.D. is a Professional Fellow in Marketing in the Graduate
School of Management, University of Western Australia.
Helen Moorhead is a former staff member of Family and Children's Services in Perth,
Western Australia.
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