University of Northern Iowa UNI ScholarWorks Dissertations and Theses @ UNI Student Work 2015 Different levels of negative emotions and their impact on prosocial behavior Tsamchoe Dolma University of Northern Iowa Let us know how access to this document benefits ouy Copyright ©2015 Tsamchoe Dolma Follow this and additional works at: https://scholarworks.uni.edu/etd Part of the Applied Behavior Analysis Commons, and the Cognitive Psychology Commons Recommended Citation Dolma, Tsamchoe, "Different levels of negative emotions and their impact on prosocial behavior" (2015). Dissertations and Theses @ UNI. 170. https://scholarworks.uni.edu/etd/170 This Open Access Thesis is brought to you for free and open access by the Student Work at UNI ScholarWorks. It has been accepted for inclusion in Dissertations and Theses @ UNI by an authorized administrator of UNI ScholarWorks. For more information, please contact
[email protected]. Copyright by TSAMCHOE DOLMA 2015 All Rights Reserved DIFFERENT LEVELS OF NEGATIVE EMOTIONS AND THEIR IMPACT ON PROSOCIAL BEHAVIOR An Abstract of a Thesis Submitted in Partial Fulfillment of the Requirements for the Degree Master of Arts Tsamchoe Dolma University of Northern Iowa July, 2015 ABSTRACT In this fast and competitive world, people are becoming less likely to help others. According to the Bureau of Labor Statistics (2014), the volunteerism rate reached the lowest point in 2013 since 2002. This decrease in prosocial behavior makes the study of prosocial behavior important, especially with the increasing numbers of charitable organizations and their competition to attract more donors and volunteers. Public service advertisements (PSA) are used as a common medium to garner help and support, and many of them use emotional appeals to enhance persuasion.