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Journal of Business Communication, Vol. 28, No. 3, 187-212 (1991)
DOI: 10.1177/002194369102800302
© 1991 Association for Business Communication

Applying the Strategic Choice Model to Motivational Appeals: A Theoretical Approach

Annette N. Shelby

Georgetown University

The strategic choice model, which suggests that choice is dependent on communication goal and probable receiver response, is applied to motivational options useful in con structing persuasive messages. Specific options are identified according to power- based, nonpower-based, and shared power-based categories. The relative force of the specific options is determined by goal and response individually and in their relation to each other. Thus, the relative strength of specific motivational options is plotted graphically for all three categories, with a "natural home" or position of greatest strength identified for each option.


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