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Betty Williams Breast Center: An Analysis

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“In some ways, all business messages contain an element of persuasion—that is, you are hoping to influence the way others think, feel, or behave” (Cardon, 2013, p. 239). This is because emotions have a direct effect on our reasoning. In the Better Horizons message, the credit union is trying to raise money for the Betty Williams Breast Center, but has chosen a less-effective approach by their choice of language used in their message. There are six different psychological tools of influence one can employ to attempt to persuade the reader, including: “reciprocation, consistency, social proof, liking, authority, and scarcity” (Cardon, 2013, p. 241). Better Horizons utilized reciprocation, which is a giving the reader something in return or returning the favor (Cardon, 2013). For example, they offered ever member that participated in the Walkathon a gift pack of sorts. Additionally, the credit union utilized consistency, by asking the members to join them in the fight against breast cancer. They also used the liking tool of influence, as they referenced Betty, the founder of the cancer …show more content…
They started and continued their message with some guilt-ridden language, such as: “You owe it to the women in your lives to make a difference”, “If you really care, you’ll join us in the fight”, and “Betty would certainly want to see you out there trying to help the victims of this horrible disease.” Moreover, they tried to appeal to fear by using the shocking statistics and bringing in the family members. In terms of logical appeal, they described how the proceeds from the fundraising event are used. In my opinion, they catered more to the emotional appeal because all it takes is for one person to have been affected, who knows someone, who knows someone, etc., for people to donate to the cause. Many never consider what the money will be used for, as long as it is helping in the

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