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- Title
Beliefs Versus Values: Salient Beliefs in Designing A Persuasive Message.
- Authors
Stutman, Randall K.; Newell, Sara E.
- Abstract
Argumentation theorists have long depended on the concept of ‘values’ in analyzing audiences and formulating persuasive messages. The authors argue that values are both inappropriate and impractical in audience analysis and persuasive message formation when a specific behavior change (action) is desired. Using Ajzen and Fishbein's Theory of Reasoned Action (1980), four belief strategies for designing persuasive arguments are proposed, and a five-step process for designing a persuasive message leading to action is presented.
- Subjects
DEBATE; BELIEF &; doubt; BEHAVIOR; REASONING; AUDIENCES; COMMUNICATION
- Publication
Western Journal of Speech Communication: WJSC, 1984, Vol 48, Issue 4, p362
- ISSN
0193-6700
- Publication type
Article
- DOI
10.1080/10570318409374170