Suppose I am a teacher trying to discourage my kid to do bad things, I might proceed in 2 ways.
- 'Kid, if you do anything bad, I will personally come and beat you up'
In this way, I can say I am appealing to the kid's sense of fear.
But I could also say:
- 'Kid, look at those people who did bad things, they become despised and rejected. You don't want to be like them, do you?'
So I am appealing to the kid's sense of 'I don't want to be like them' or 'I can do better than this'. It is not exactly fear, or superiority. What is it?