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evidence
the support for a claim that the arguer discovers from experience or outside authority
examples
undeveloped instances used in an argument by generalization
illustration
an extended instance that illustrates a general principle
hypothetical example
used where real examples are not available or when the available real examples are far removed from the decision makers’ experience
statistics
numerical summaries of examples
raw numbers
statistical references clearly intended to emphasize significant numbers of examples
central tendencies
statistics that provide an indication of what is nomrla in a larger population
probability
statistical expressions of the frequency with which events occurby pure chance
trend
statistic used to compare a situation over time
testimony of fact
statement from another person to support a claim that includes examples or statistics for grounds of an argument
testimony of opinion
statement from another person to support a claim that includes subjective perception of the issue
sphere dependence
one kind of evidence can be valued in one sphere over another
hearsay evidence
testimony a person might give about a statement made by another person
reluctant evidence
evidence from those who are antagonistic to one’s purpose
negative evidence
the absence of evidence
assertion
using your own authority as grounds for claims
stated values
direct statements of value concepts
implied values
values that are communicated through belief statements
terminal values
values that reflect the ends a person admires
instrumental values
values that reflect the means to attain the ends a person admires
abstract values
concepts that don’t have a definitive representation
concrete values
particular people, groups, institutions, or objects that serve as values
value systems
a set of linked claims
credibility
support for a claim that is developed by decision makers’ perception that the arguer is competent and trustworthy
homophily
when you find someone else to be credible because you perceive them to be similar to you
good will
dimension of credibility characterized by value terms such as open-minded, objective, impartial, kind, friendly, and caring
dynamism
dimension of credibility characterized by value terms such as showmanship, enthusiasm, inspiration, and forcefulness
direct credibility
credibility developed by making direct statements about yourself
secondary credibility
credibility developed by associating someone else’s credibility with yourself
indirect credibility
credibility developed by the way you develop, support, and argue your claims
reputation
credibility you have with decision makers before you argue
refutation
the process through which one person/faction involved in a decision criticizes arguments advanced by another
framebreaking
helping others break their typical frame of reference in considering decision proposals
momentum
a state of mind regarding critical attention to arguments
fallacy claim
asserts that an argument must be rejected because it violates a significant argumentation rule relevant to appropriate decision makers
sophistry
the use of plausible but fallacious reasoning
tu quoque
an argument that responds to a charge by making a countercharge
begging the question
when an answer or definition seems plausible but on closer examination assumes as fact that which is not proved
appeal to authority
assuming a claim is a fact simply because someone with high credibility says it is
appeal to popularity
claiming that something is good because it is popular
post hoc
a faulty causal relationship
ad hominem
when people turn their criticism against a person rather than the person’s ideas
appeal to pity
arguments based on the elicitation of pity
obfuscation
an intent to make communication unclear in order to secure adherence from those who trust in the commitment to clarity
quantity maxim
we presume that our communications say enough to make sense and no more