ABSTRACT: This article approaches the relationship of normative argumentation studies and descriptive persuasion effects research by pointing to several empirical find-ings that raise questions or puzzles about normatively-proper argumentative conduct. These findings indicate some complications

Computer-based persuasive technologies could soon become powerful tools of social influence. It is therefore critical that they are thoroughly tested before being adopted in practice. However, evaluating these technologies requires being clear about what effective persuasion actually means

A self-diagnosis inventory is both a response instrument, and a tool for an individual to assess their risk.

This study investigated the ways in which two successful political leaders, Gandhi and Luther King, persuaded their followers to the best and the most important movement in their time. The language of politics is a complex issue which includes many strategies of language use to influence the receiver toward a desired attitude or thought. The uses of language tools or strategies differ based on the speakers" aim. In this study the researcher tried to only consider metaphor as a creative tool of language. The two texts, "Quit India" by Gandhi and "I have a dream" by Luther king, were analyzed by the metaphor frame work which was prepared by . Based on Lakoff and Johnson, the metaphors can be categorized in to three categories: structural, orientational and ontological. This study showed how metaphorical sentences can be used in decoding facts in these two leaders" speeches. In conclusion, the researcher showed that the structural metaphors are the more frequently used but the influence of the orientational and ontological metaphors is stronger, because these metaphors are novel and new. It seems that the contribution of metaphorical sentences to EFL is related to text appreciation, text critics, as well as enhancement of language competence in political and other ESP fields.

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and Kassarjian were led to the conclusion that “attitudes clearly have become the central focus of consumer behavior research” ’ (1979, p. 3). Not only are there a large number of empirical studies on consumer attitude formation and change. but there are also a large number of different theories of persuasion

A growing body of research indicates that entertainment-education programming can be an effective way to deliver prosocial and health messages. Some have even speculated that entertainment-education may be more effective than overtly persuasive messages in certain circumstances. Despite empirical

The sleeper effect in persuasion is a delayed increase in the impact of a message that is accompanied by a discounting cue. Despite a long history, the sleeper effect has been notoriously difficult to obtain or to replicate, with the exception of a pair of studies by Cruder et al. (1978). We

The sleeper effect in persuasion isa delayed increase in the impact of a message that is accompanied by a discounting cue. Despite a long history, the sleeper effect has been notoriously difficult o obtain or to replicate, with the exception of a pair of studies by Gruder et al. (1978). We

Library for their cheerful assistance. Correspondence concerning this chapter should be