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A normative appeal indicates that one should (or should not) do a certain action in a concrete situation. According to the Evaluative Model of Normative Appeals (EMNA), willingness to comply with these messages depends on an appraisal formed by two dimensions formality and protection. In this work we center on the dimension of protection, proposing that it can be divided into two components avoiding physical or psychological damage (scutum) and affording the performance of the main intended action (caligae). We conducted two studies to
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