| persuasive speech | a speech whose primary purpose is to change or reinforce the attitudes, beliefs, values, and/or behaviors of receivers
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| proposition | a statement that summarizes the purpose of a persuasive speech
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| proposition of fact | a persuasive speech with the goal of settling what is or is not so
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| proposition of value | a persuasive speech that espouses the worth of an idea, person, or object
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| proposition of policy | a persuasive speech on what ought to be
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| attitudes | predisposition to respond favorably or unfavorably toward a person or subject
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| beliefs | confidence in the truth of something
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| consistency | the desire to maintain balance in our lives by behaving according to commitments already formed
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| social proof | the determination of what is right by finding out what other people think is right
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| deduction | reasoning that moves from the general to the specific
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| induction | reasoning that moves from specific evidence to a general conclusion
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| causal reasoning | speculation about the reasons for and effects of occurrences
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| reasoning from analogy | reasoning by comparison
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| argumentum ad hominem | the use of name-calling in an argument
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| red herring | a distraction used to lead the receiver to focus on an irrelevant issue
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| false division | the polarization of options when, in fact, many options exist
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| post hoc, ergo propter hoc | the identification of a false cause
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| argumentum ad populum | bandwagon appeal; an appeal to popular opinion
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| argumentum ad verecudiam | an appeal to authority
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| balance | a state of psychological comfort on which one's actions feelings, and beliefs are related to each other as one would like them to be
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| Maslow's hierarchy of needs | a model that depicts motivation as a pyramid with the most basic needs at the base and the most sophisticated at the apex
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| Monroe's motivated sequence | a speech framework composed of five phases-attention, need, satisfaction, visualization, and action
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| credibility | the receiver's assessment of the competence, trustworthiness, and dynamism of a speaker
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| initial credibility | a measure of how an audience perceives a speaker prior to the speech-making event
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| derived credibility | a measure of a speaker's credibility during a speech-making event
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| terminal credibility | a measure of a speaker's credibility at the end of a speech-making event
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2002 McGraw-Hill Higher Education