Paper instructions:
QUESTIONS FOR Golan & Zaidner:
1. Why are viral ads different than traditional ads? Why is it primarily used for branding?

2. How does word of mouth affect persuasion of an individual to do something/ buy something/ think something?

3. What is the transmission view: ration, acute need, routine? Why might it be effective to focus on consumers’ needs?

4. What is the ritual view: ego, social, and sensory? Why might it be effective to focus on ego?

5. According to the article, viral ads are often based on an individual appeal (ego rather than social) , and they are usually humorous while attempting
to provide some information to the user. Thinking about the nature of viral advertising, why are these the ads we see?

QUESTIONS for Lang PSA:
1. Why are emotional messages more effective than non-emotional messages when it comes to health? How does this fit with logos, ethos, and pathos?

2. An emotionally strong message with weak claims (whether positive or negative) is perceived to be very ineffective. An emotionally strong message with strong

claims is very effective. Why might this be?

3. Claim strength has less of an effect on messages with weak emotional content. Why might this be?