what is the difference between persuasion and critical thinking quizlet

What Is the Difference Between Persuasion and Critical Thinking

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What is the difference between persuasion and critical thinking?

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Q31: According to the text, critical thinking provides

Q32: Critical thinking and logic are indistinguishable.

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Q34: In any kind of nonfiction writing, arguments

Q35: A bona fide argument has only one

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Q39: In what ways is critical thinking personally

Q40: Why are arguments sometimes difficult to identify?

Q41: What is the role of reasons in

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• What Is Critical Thinking? | Definition & Examples

What Is Critical Thinking? | Definition & Examples

Published on May 30, 2022 by Eoghan Ryan . Revised on May 31, 2023.

Critical thinking is the ability to effectively analyze information and form a judgment .

To think critically, you must be aware of your own biases and assumptions when encountering information, and apply consistent standards when evaluating sources .

Critical thinking skills help you to:

• Identify credible sources
• Evaluate and respond to arguments
• Assess alternative viewpoints
• Test hypotheses against relevant criteria

Table of contents

Why is critical thinking important, critical thinking examples, how to think critically, other interesting articles, frequently asked questions about critical thinking.

Critical thinking is important for making judgments about sources of information and forming your own arguments. It emphasizes a rational, objective, and self-aware approach that can help you to identify credible sources and strengthen your conclusions.

Critical thinking is important in all disciplines and throughout all stages of the research process . The types of evidence used in the sciences and in the humanities may differ, but critical thinking skills are relevant to both.

In academic writing , critical thinking can help you to determine whether a source:

• Is free from research bias
• Provides evidence to support its research findings
• Considers alternative viewpoints

Outside of academia, critical thinking goes hand in hand with information literacy to help you form opinions rationally and engage independently and critically with popular media.

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Critical thinking can help you to identify reliable sources of information that you can cite in your research paper . It can also guide your own research methods and inform your own arguments.

Outside of academia, critical thinking can help you to be aware of both your own and others’ biases and assumptions.

Academic examples

However, when you compare the findings of the study with other current research, you determine that the results seem improbable. You analyze the paper again, consulting the sources it cites.

You notice that the research was funded by the pharmaceutical company that created the treatment. Because of this, you view its results skeptically and determine that more independent research is necessary to confirm or refute them. Example: Poor critical thinking in an academic context You’re researching a paper on the impact wireless technology has had on developing countries that previously did not have large-scale communications infrastructure. You read an article that seems to confirm your hypothesis: the impact is mainly positive. Rather than evaluating the research methodology, you accept the findings uncritically.

Nonacademic examples

However, you decide to compare this review article with consumer reviews on a different site. You find that these reviews are not as positive. Some customers have had problems installing the alarm, and some have noted that it activates for no apparent reason.

You revisit the original review article. You notice that the words “sponsored content” appear in small print under the article title. Based on this, you conclude that the review is advertising and is therefore not an unbiased source. Example: Poor critical thinking in a nonacademic context You support a candidate in an upcoming election. You visit an online news site affiliated with their political party and read an article that criticizes their opponent. The article claims that the opponent is inexperienced in politics. You accept this without evidence, because it fits your preconceptions about the opponent.

There is no single way to think critically. How you engage with information will depend on the type of source you’re using and the information you need.

However, you can engage with sources in a systematic and critical way by asking certain questions when you encounter information. Like the CRAAP test , these questions focus on the currency , relevance , authority , accuracy , and purpose of a source of information.

When encountering information, ask:

• Who is the author? Are they an expert in their field?
• What do they say? Is their argument clear? Can you summarize it?
• When did they say this? Is the source current?
• Where is the information published? Is it an academic article? Is it peer-reviewed ?
• Why did the author publish it? What is their motivation?
• How do they make their argument? Is it backed up by evidence? Does it rely on opinion, speculation, or appeals to emotion ? Do they address alternative arguments?

Critical thinking also involves being aware of your own biases, not only those of others. When you make an argument or draw your own conclusions, you can ask similar questions about your own writing:

• Am I only considering evidence that supports my preconceptions?
• Is my argument expressed clearly and backed up with credible sources?
• Would I be convinced by this argument coming from someone else?

If you want to know more about ChatGPT, AI tools , citation , and plagiarism , make sure to check out some of our other articles with explanations and examples.

• ChatGPT vs human editor
• ChatGPT citations
• Is ChatGPT trustworthy?
• Using ChatGPT for your studies
• What is ChatGPT?
• Chicago style
• Paraphrasing

 Plagiarism

• Types of plagiarism
• Self-plagiarism
• Avoiding plagiarism
• Academic integrity
• Consequences of plagiarism
• Common knowledge

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Critical thinking refers to the ability to evaluate information and to be aware of biases or assumptions, including your own.

Like information literacy , it involves evaluating arguments, identifying and solving problems in an objective and systematic way, and clearly communicating your ideas.

Critical thinking skills include the ability to:

You can assess information and arguments critically by asking certain questions about the source. You can use the CRAAP test , focusing on the currency , relevance , authority , accuracy , and purpose of a source of information.

Ask questions such as:

• Who is the author? Are they an expert?
• How do they make their argument? Is it backed up by evidence?

A credible source should pass the CRAAP test  and follow these guidelines:

• The information should be up to date and current.
• The author and publication should be a trusted authority on the subject you are researching.
• The sources the author cited should be easy to find, clear, and unbiased.
• For a web source, the URL and layout should signify that it is trustworthy.

Information literacy refers to a broad range of skills, including the ability to find, evaluate, and use sources of information effectively.

Being information literate means that you:

• Know how to find credible sources
• Use relevant sources to inform your research
• Understand what constitutes plagiarism
• Know how to cite your sources correctly

Confirmation bias is the tendency to search, interpret, and recall information in a way that aligns with our pre-existing values, opinions, or beliefs. It refers to the ability to recollect information best when it amplifies what we already believe. Relatedly, we tend to forget information that contradicts our opinions.

Although selective recall is a component of confirmation bias, it should not be confused with recall bias.

On the other hand, recall bias refers to the differences in the ability between study participants to recall past events when self-reporting is used. This difference in accuracy or completeness of recollection is not related to beliefs or opinions. Rather, recall bias relates to other factors, such as the length of the recall period, age, and the characteristics of the disease under investigation.

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The Power of Critical Thinking on the Path to Persuasion

Uncover the stories that drive people’s deepest behaviors..

Posted September 8, 2022 | Reviewed by Michelle Quirk

• People create stories and narratives to make sense of their lives.
• These stories often conflict with each other, and the strongest ones determine people’s behaviors.
• A correct use of critical thinking when attempting to influence is to discern what people’s deepest, strongest stories are.

In my previous post, I covered the common mental traps that people who value critical thinking often fall into, and how “weak-sense” critical thinking often makes people less influential and persuasive, not more. This doesn’t mean, however, that critical thinking doesn’t play an important role in influence and persuasion . It just means that you have to use it the right way, not the wrong way. If you haven’t yet read my previous post, I recommend doing so now, because using critical thinking correctly first requires understanding how and why to not use it in the wrong way, which, unfortunately, many so-called “critical thinkers” do.

Every Person Tells a Story

Yes, the actual saying is that every picture tells a story. But it’s also true that every person tells a story. I don’t mean literal stories that begin with “Once upon a time” (although we tell those, too), but rather the subjective interpretations of our lives, who we are, and why we do what we do. Arguably, we humans are not equipped to perceive objective reality as it is because we all perceive it subjectively through our minds and senses, which, in turn, are influenced by our genes , experiences, knowledge, and biases. According to narrative theory , because we crave meaning, coherence, and consistency , we constantly tell ourselves “stories” to make all the disparate elements of our lives fit together into a pattern that makes sense. And these stories all coalesce into one grand, overarching narrative about our lives and who we are.

What does this have to do with using critical thinking to be more persuasive?

Everything.

As I previously argued , logic, reason, and facts alone often fail to persuade people. When this seemingly sensible approach does fail, the reason is usually that such an approach conflicts with some aspect of people’s personal stories and narrative. So, if you want to actually persuade people instead of repeatedly engaging in acts of futility, you have to understand what their stories and narratives are. And how do you do that? You do it with a tool that I’ve written about twice already on this blog, active listening.

In one post , I discussed using active listening as a way of facilitating small talk and building rapport. In another post, I discussed active listening in the context of correctly perceiving people’s viewpoints so that you can find common ground with them. These two things complement each other since (1) building rapport through small talk (more properly understood as “connect” talk) and (2) correctly understanding and identifying with people’s viewpoints are related and interdependent.

More thoroughly and comprehensively perceiving someone’s personal stories and narratives, however, is a whole different beast. It is a deeper and more difficult process than just building rapport or trying to relate to people’s viewpoints. This is because personal stories and narratives are the very foundation from which people’s viewpoints emerge in the first place. Grasping these inner narratives, however, requires critical thinking of the highest order because they lie deep within the psyche of a person.

People’s Stories Often Conflict With Each Other

In a prior post, I used the hypothetical of trying to sell a car to a client. Let’s use that example again, but this time let’s imagine that you’re trying to sell an electric car to a client. The problem, however, is that this client specifically wants a Tesla, and the electric car you have available to sell isn’t a Tesla. There are numerous electric vehicles available today that are arguably even better than Tesla in some ways, while also being more affordable. Let’s say the car you’re trying to sell falls into that category and you dutifully point out the many benefits to your client: comparable power and efficiency, faster charging, a better overall ride experience, and even a cheaper price, all of which your client has told you are important and desirable considerations.

Yet, your client still insists only a Tesla will do. So, what’s going on?

Consider this: There’s a certain personal narrative this client has that is more important and lies deeper than the surface-level narratives of wanting fast charging, a better ride experience, and a more affordable price. To make it even more complicated, these various multiple narratives may very well compete with each other.

For example, let’s say that through active listening combined with your sharp critical thinking skills, you sense that the idea of belonging to a certain class of well-educated, urban liberals is very important to this customer (though not explicitly stated) and that having an electric car is an outward sign of belonging to this class. Yet, despite presenting this client with an electric car that complements this narrative, and which offers additional benefits that a Tesla can’t offer, the client still clings to the dream of owning a Tesla—a dream that reflects a deeper, more powerful narrative that goes beyond simply being a member of the well-educated, urban liberal class. It is a narrative that only Teslas, with their ingenious marketing , can fulfill—the narrative of the well-educated, urban liberal who lives a lifestyle that is not just sustainable but is also successful , fun , and sexy , all at the same time.

That’s a tall order to be sure, yet that is the image that Tesla has consistently and masterfully projected. In fact, a 2021 U.K. study revealed that featuring a Tesla on a dating profile vastly improved people’s chances of getting matched on dating apps more than any other brand of car—by a whopping 110 percent for men and a respectable 11 percent for women. But few might openly admit that they’d prefer a car that is more expensive, offers less than other electric vehicles, and is actually not as green as one might think, all because they’re hoping it will help them attract a mate, or at least a date.

What this means for you is that when you’re trying to discern people’s inner narratives, part of the challenge is figuring out which narratives are the deepest and most important to them because, as mentioned, people usually have numerous narratives that often conflict with each other. Critical thinking requires accessing and processing accurate and fuller information, not simply obvious and surface information. Put bluntly, what’s obvious isn’t always accurate. Getting a meaningful sense of what’s really motivating people requires an in-depth understanding of and commitment to critical thinking and active listening that often demands significant time and effort—shortcuts simply won’t do.

Not All Stories Have Happy Endings (and That’s OK)

Being more influential certainly doesn’t mean successfully persuading everyone every time. Sometimes, you need to let go of trying to persuade people whose deeper narratives you just can’t figure out or whose narratives you can’t adequately satisfy, such as in our Tesla example above. In these situations, you might be better off investing your time and efforts on something more likely to yield fruit. With the customer in our Tesla scenario, it’s likely that no amount of effort on your part would ever convince that particular client to buy your car because the deepest, strongest narrative—to be successful, sexy, fun, and attractive, in addition to being socially responsible and sustainable—is something that the client believes only a Tesla can provide.

If all this sounds intimidating, it’s worth remembering that not all persuasion attempts will be as challenging as the Tesla hypothetical. In some situations, logic, reason, and facts can be quite useful in persuading others. In other situations, you might need to probe just a little bit further, and a moderate level of critical thinking and active listening may be what’s needed. But there will also be times when neither of these more modest approaches works, and nothing less than extraordinary levels of critical thinking and active listening will succeed in uncovering people’s deepest narratives.

Is it worth the effort? That depends. How badly do you want that that seemingly elusive outcome? How much effort to exert requires a case-by-case evaluation with no guarantees of success. So, what can you do? Consider applying the process to yourself. By thinking critically about your own situation and listening carefully to your own personal narrative, you just may uncover for yourself the best path to take.

Craig Barkacs, MBA, JD, is a professor of business law at the University of San Diego School of Business and a trial lawyer with three decades of experience as an attorney in high-profile cases.

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Thinking Vs. Critical Thinking: What’s the Difference?

Thinking and critical thinking do not sound that different in nature. After all, they both include the verb thinking, and therefore, imply that some form of thinking is taking place. If you find yourself wondering, what is the difference between thinking vs critical thinking, you have had an excellent thought.

Going back to your question. When you thought, what is the difference between thinking and critical thinking and you began to weigh the difference, you were performing the action of critical thinking! Let’s take some time to dig further into the differences in thinking and critical thinking.

What is Thinking?

There are many things that can lead to thinking. If you are walking down the street and pass a bakery and you smell the sweet smell of apple pie and you think about being in your grandma’s kitchen, this process of thinking is initiated by something called stimuli.

Have you ever laid in bed trying to go to sleep, but you kept thinking about the pile of papers you left on your desk or the long to-do list you have waiting for you tomorrow? You may be thinking too much because you are stressed or simply because it is difficult for you to turn off your brain, so to speak, at night when it is time to sleep.

What is Critical Thinking?

Though critical thinking in its most basic form can come naturally, in order to really master and feel comfortable with various aspects of critical thinking, we must learn about the different processes involved in critical thinking. Then we can more confidently apply these individual thinking skills that fall under the umbrella term of critical thinking.

Why do We Use Critical Thinking?

We all have opinions, and when we meet someone with a different opinion, we use critical thinking skills to form arguments. We take our knowledge of a particular subject and logically piece together an argument that supports our opinion of that subject. This can be something a simple as whether pineapple belongs on pizza or something more complex like the causes of global warming.

5 Everyday Critical Thinking Skills

There are more than a dozen different critical thinking skills ranging from analyzing to critiquing. Oftentimes, we use multiple critical thinking skills at one time.

Comparing and Contrasting

When you look at two or more things and decide what is similar and what is different between them, you are using the critical thinking skills of comparing and contrasting. We do this when we look at universities or job options. We look at the majors that are offered or the benefits that come with the job to see how they are similar and different.

Forecasting

If you believe the housing market is going to crash, you sell while you can to get the most for your money. If you believe a particular stock is going to increase in value in the future, you buy now while the prices are low.

Though we may not be movie or food critics professionally, it is human nature to critique things. Though the critical thinking skill of critiquing usually goes much deeper than deciding whether your meal was delicious or not, you still critique things in your daily life.

Similarities and Differences

It is a general belief that every person is capable of thinking. However, the skills of critical thinking take practice. This does not mean some people are incapable of critical thinking. It only means that it may be more difficult for some than others.

If you want to challenge yourself to go beyond just thinking and reach a level of critical thinking, keep pondering questions like what is the difference between thinking and critical thinking? Questions like these will naturally push you to use your critical thinking skills. As you further develop your ability to think critically, you will find that other skills like problem solving and brainstorming come more easily to you.

Difference Between Thinking and Critical Thinking

Critical Thinking vs. Creative Thinking

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Understand The Difference Between Ethos, Pathos, And Logos To Make Your Point

• What Is Ethos?
• What Is Pathos?
• What Is Logos?
• Examples Of Each
• What Are Mythos And Kairos?

During an argument, people will often say whatever is necessary to win. If that is the case, they would certainly need to understand the three modes of persuasion, also commonly known as the three rhetorical appeals: ethos , pathos , and logos . In short, these three words refer to three main methods that a person can use to speak or write persuasively. As you’re about to find out, the modes of persuasion are important because a speaker who knows how to effectively use them will have a significant advantage over someone who doesn’t.

The terms ethos , pathos , and logos and the theory of their use can be traced back to ancient Greece to the philosophy of Aristotle . Aristotle used these three concepts in his explanations of rhetoric , or the art of influencing the thought and conduct of an audience. For Aristotle, the three modes of persuasion specifically referred to the three major parts of an argument: the speaker ( ethos ), the argument itself ( logos ), and the audience ( pathos ). In particular, Aristotle focused on the speaker’s character, the logic and reason presented by an argument, and the emotional impact the argument had on an audience.

While they have ancient roots, these modes of persuasion are alive and well today. Put simply, ethos refers to persuasion based on the credibility or authority of the speaker, pathos refers to persuasion based on emotion, and logos refers to persuasion based on logic or reason.

By effectively using the three modes of persuasion with a large supply of rhetorical devices, a speaker or writer can become a master of rhetoric and win nearly any argument or win over any audience. Before they can do that, though, they must know exactly what ethos , pathos , and logos mean. Fortunately, we are going to look closely at each of these three ideas and see if they are really as effective as they are said to be.

⚡️ Quick summary

Ethos , pathos , and logos are the three classical modes of persuasion that a person can use to speak or write persuasively. Specifically:

• ethos (character): known as “the appeal to authority” or “the appeal to credibility.” This is the method in which a person relies on their credibility or character when making an appeal or an argument.
• pathos (emotions): known as “the appeal to emotion.” Pathos refers to the method of trying to persuade an audience by eliciting some kind of emotional reaction.
• logos (logic): known as “the appeal to reason.” This method involves using facts and logical reasoning to support an argument and persuade an audience.

What is ethos ?

The word ethos comes straight from Greek. In Greek, ethos literally translates to “habit,” “custom,” or “character.” Ethos is related to the words ethic and ethical , which are typically used to refer to behavior that is or isn’t acceptable for a particular person.

In rhetoric, the word ethos is used to refer to the character or reputation of the speaker. As a rhetorical appeal, ethos is known as “the appeal to authority” or “the appeal to credibility.” When it comes to ethos , one important consideration is how the speaker carries themself and how they present themselves to the audience: Does it seem like they know what they are talking about? Do they even believe the words they are saying? Are they an expert? Do they have some experience or skills that tell us we should listen to them?

Ethos is important in rhetoric because it often influences the opinion or mood of the audience. If a speaker seems unenthusiastic, unprepared, or inexperienced, the audience is more likely to discount the speaker’s argument regardless of what it even is. On the other hand, a knowledgeable, authoritative, confident speaker is much more likely to win an audience over.

Ethos often depends on more than just the argument itself. For example, a speaker’s word choice, grammar, and diction also contribute to ethos ; an audience may react more favorably toward a professional speaker who has a good grasp of industry jargon and enunciates clearly versus a speaker who lacks the necessary vocabulary and fails to enunciate. Ethos can also be influenced by nonverbal factors as well, such as posture, body language, eye contact, and even the speaker’s choice of clothing. For example, a military officer proudly wearing their uniform bedecked with medals will go a long way to establishing ethos without them saying a single word.

Here as a simple example of ethos :

• “As a former mayor of this city, I believe we can solve this crisis if we band together.”

The speaker uses ethos by alerting the audience of their credentials and experience. By doing so, they rely on their reputation to be more persuasive. This “as a…” method of establishing ethos is common, and you have probably seen it used in many persuasive advertisements and speeches.

What are open-ended questions and how can you use them effectively? Find out here.

What is pathos ?

In Greek, pathos literally translates to “suffering, experience, or sensation.” The word pathos is related to the words pathetic , sympathy , and empathy , which all have to do with emotions or emotional connections. Aristotle used the word pathos to refer to the emotional impact that an argument had on an audience; this usage is still mainly how pathos is used in rhetoric today.

As a rhetorical appeal, pathos is referred to as “the appeal to emotion.” Generally speaking, an author or speaker is using pathos when they are trying to persuade an audience by causing some kind of emotional reaction. When it comes to pathos , any and all emotions are on the table: sadness, fear, hope, joy, anger, lust, pity, etc.

As you probably know from your own life, emotions are a powerful motivating factor. For this reason, relying on pathos is often a smart and effective strategy for persuading an audience. Both positive and negative emotions can heavily influence an audience: for example, an audience will want to support a speaker whose position will make them happy, a speaker who wants to end their sadness, or a speaker who is opposed to something that makes them angry.

Here is a simple example of pathos :

• “Every day, the rainforests shrink and innocent animals are killed. We must do something about this calamitous trend before the planet we call our home is damaged beyond repair.”

Here, the author is trying to win over an audience by making them feel sad, concerned, or afraid. The author’s choice of words like “innocent” and “calamitous” enforce the fact that they are trying to rely on pathos .

What is logos ?

In Greek, the word logos literally translates to “word, reason, or discourse.” The word logos is related to many different words that have to do with reason, discourse, or knowledge, such as logic , logical , and any words that end in the suffixes -logy or -logue .

As a mode of persuasion and rhetorical appeal, logos is often referred to as “the appeal to reason.” If a speaker or author is relying on logos , they are typically reciting facts or providing data and statistics that support their argument. In a manner of speaking, logos does away with all of the bells and whistles of ethos and pathos and cuts to the chase by trying to present a rational argument.

Logos can be effective in arguments because, in theory, it is impossible to argue against truth and facts. An audience is more likely to agree with a speaker who can provide strong, factual evidence that shows their position is correct. On the flip side, an audience is less likely to support an argument that is flawed or entirely wrong. Going further, a speaker that presents a lot of supporting evidence and data to the audience is likely to come across as knowledgeable and someone to be listened to, which earns bonus points in ethos as well.

While Aristotle clearly valued an argument based on reason very highly, we know that logos alone doesn’t always effectively persuade an audience. In your own life, you have likely seen a rational, correct speaker lose an argument to a charismatic, authoritative speaker who may not have the facts right.

Here is a simple example of logos :

• “According to market research, sales of computer chips have increased by 300% in the last five years. Analysis of the industry tells us that the market share of computer chips is dominated by Asian manufacturers. It is clear that the Asian technology sector will continue to experience rapid growth for the foreseeable future.”

In this paragraph, the author is using data, statistics, and logical reasoning to make their argument. They clearly hope to use logos to try to convince an audience to agree with them.

Do you need persuading to take this quiz on identifying ethos, pathos, and logos? We think you’ll be a champion at it.

Examples of ethos , pathos , and logos

Ethos , pathos , and logos can all be employed to deliver compelling and persuasive arguments or to win over an audience. Let’s look at a variety of examples to see how different speakers and authors have turned to these modes of persuasion over the years.

“Come I to speak in Caesar’s funeral. He was my friend, faithful and just to me […] You all did see that on the Lupercal I thrice presented him a kingly crown, Which he did thrice refuse: was this ambition?” —Marc Antony, Julius Caesar by William Shakespeare

In this scene, Marc Antony is trying to win over the Roman people, so Shakespeare has Antony rely on ethos . Antony is establishing himself as both a person of authority in Rome (having the power to offer Caesar a crown) and an expert on Caesar’s true character (Antony was Caesar’s close friend and advisor).

“During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the world’s first computer animated feature film, Toy Story , and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple’s current renaissance.” —Steve Jobs, 2005

Here, Steve Jobs is providing his background–via humblebrag – of being a major figure in several different highly successful tech companies. Jobs is using ethos to provide substance to his words and make it clear to the audience that he knows what he is talking about and they should listen to him.

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“Moreover, though you hate both him and his gifts with all your heart, yet pity the rest of the Achaeans who are being harassed in all their host; they will honour you as a god, and you will earn great glory at their hands. You might even kill Hector; he will come within your reach, for he is infatuated, and declares that not a Danaan whom the ships have brought can hold his own against him.” —Ulysses to Achilles, The Iliad by Homer

In this plea, Ulysses is doing his best to pile on the pathos . In one paragraph, Ulysses is attempting to appeal to several of Achilles’s emotions: his hatred of Hector, his infamous stubborn pride, his sympathy for civilians, and his desire for vengeance.

“I am not unmindful that some of you have come here out of great trials and tribulations. Some of you have come fresh from narrow jail cells. Some of you have come from areas where your quest—quest for freedom left you battered by the storms of persecution and staggered by the winds of police brutality.” —Dr. Martin Luther King Jr., 1963

In this excerpt from his “I Have A Dream” speech, King is using pathos to accomplish two goals at once. First, he is connecting with his audience by making it clear is aware of their plight and suffering. Second, he is citing these examples to cause sadness or outrage in the audience. Both of these effects will make an audience interested in what he has to say and more likely to support his position.

Dr. King’s “I Have A Dream” speech is recognizable and noteworthy for many reasons, including the rhetorical device he employs. Learn about it here.

“Let it be remembered how powerful the influence of a single introduced tree or mammal has been shown to be. But in the case of an island, or of a country partly surrounded by barriers, into which new and better adapted forms could not freely enter, we should then have places in the economy of nature which would assuredly be better filled up if some of the original inhabitants were in some manner modified; for, had the area been open to immigration, these same places would have been seized on by intruders. In such case, every slight modification, which in the course of ages chanced to arise, and which in any way favoured the individuals of any of the species, by better adapting them to their altered conditions, would tend to be preserved; and natural selection would have free scope for the work of improvement.” —Charles Darwin, On the Origin of the Species , 1859

In this passage, Darwin is using logos by presenting a rational argument in support of natural selection. Darwin connects natural selection to established scientific knowledge to argue that it makes logical sense that animals would adapt to better survive in their environment.

“I often echo the point made by the climate scientist James Hansen: The accumulation of carbon dioxide, methane and other greenhouse gases—some of which will envelop the planet for hundreds and possibly thousands of years—is now trapping as much extra energy daily as 500,000 Hiroshima-class atomic bombs would release every 24 hours. This is the crisis we face.” —Al Gore, “The Climate Crisis Is the Battle of Our Time, and We Can Win,” 2019

In this call to action, Al Gore uses logos to attempt to convince his audience of the significance of climate change. In order to do this, Gore both cites an expert in the field and provides a scientifically accurate simile to explain the scale of the effect that greenhouse gases have on Earth’s atmosphere.

What are mythos and kairos ?

Some modern scholars may also use terms mythos and kairos when discussing modes of persuasion or rhetoric in general.

Aristotle used the term mythos to refer to the plot or story structure of Greek tragedies, i.e., how a playwright ordered the events of the story to affect the audience. Today, mythos is most often discussed as a literary or poetic term rather than a rhetorical one. However, mythos may rarely be referred to as the “appeal to culture” or the “appeal to myth” if it is treated as an additional mode of persuasion. According to this viewpoint, a speaker/writer is using mythos if they try to persuade an audience using shared cultural customs or societal values.

A commonly cited example of mythos is King’s “I Have a Dream” speech quoted earlier. King says:

“When the architects of our republic wrote the magnificent words of the Constitution and the Declaration of Independence, they were signing a promissory note to which every American was to fall heir. This note was a promise that all men—yes, black men as well as white men—would be guaranteed the ‘unalienable rights’ of ‘life, liberty and the pursuit of happiness.’ ”

Throughout the speech, King repeatedly uses American symbols and American history ( mythos ) to argue that all Americans should be outraged that Black Americans have been denied freedom and civil rights.

Some modern scholars may also consider kairos as an additional mode of persuasion. Kairos is usually defined as referring to the specific time and place that a speaker chooses to deliver their speech. For written rhetoric, the “place” instead refers to the specific medium or publication in which a piece of writing appears.

Unlike the other modes of persuasion, kairos relates to the context of a speech and how the appropriateness (or not) of a setting affects how effective a speaker is. Once again, King’s “I Have a Dream” speech is a great example of the use of kairos . This speech was delivered at the steps of the Lincoln Memorial during the 100th anniversary of the Emancipation Proclamation at the end of the March on Washington for Jobs and Freedom. Clearly, King intended to use kairos to enhance the importance and timeliness of this landmark speech.

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How Persuasion Impacts Us Every Day

What is persuasion, 6 principles of persuasion, how to respond to persuasion.

Persuasion is a process in which one person or entity tries to influence another person or group of people to change their beliefs or behaviors. It is distinct from coercion, in that the people receiving the message have a choice about whether to act on it. ("Coercive persuasion" refers to indoctrination or brainwashing, such as may occur in a cult .)

Persuasion can be a powerful force that affects the decisions and actions that people take. Persuasive messages are symbolic (using words, images, and sounds) and may be transmitted verbally or nonverbally, via media or face-to-face communication . Persuasion may be overt or subtle. Understanding how it works can help you become more aware of how you are influenced by persuasive messages.

Psychologists recognize six characteristics of persuasion, originally identified by Robert Cialdini, PhD, in 1984. These principles describe what makes persuasive messages influential and successful. Some persuasive efforts may use several of these tactics simultaneously.

Reciprocity

As humans, we tend to want to repay others when they have done something for us. You might easily persuade a friend to do a favor for you if you have already done one for them. In a business context, reciprocity could mean being willing to provide your email address in order to receive a discount on your purchase.

You might be persuaded to change your behavior if you are convinced that you will lose access to something, or that there isn't enough of it to go around . You can see this principle in action when an airline alerts you that there are only a few seats left on a flight you're considering, or a retailer advertises a limited-time sale.

If you believe that a person or other entity has expert knowledge, you may be more likely to be persuaded by their message. An advertiser or political candidate might use an authority figure, such as a physician, historian, or scientist, to support their argument.

Consistency or Commitment

People have a tendency to continue their previous behavior or stick with a decision they have made. In an interview, Cialdini gave an example of this involving a restaurant that struggled with no-shows.

When a patron made a reservation, if the receptionist asked them to call if they needed to cancel (and got an affirmative reply), they were much less likely to miss their reservation. The patrons were effectively making a promise, and were committed to keeping it.

Social Proof

This is the " safety in numbers " principle. If we see that our friends or peers have made a purchase, supported a political candidate, or otherwise agreed with a persuasive message, we may be more likely to agree with it too.

If you know and like the person (or even business, political party, or government agency) trying to persuade you of something, you will be more inclined to agree with their argument. This is similar to the "social proof" principle, but is more about the quality of the relationship, where social proof is about quantity.

Signs of Persuasion

Political campaigns , mass media, social media, and advertising all use the power of persuasion to influence us. Sometimes we like to believe that we are immune to persuasion, that we can see through the sales pitch, comprehend the truth in a situation, and come to conclusions all on our own.

This might be true in some scenarios, when an attempt at persuasion is clear: You know that a salesperson's job is to sell you something, and that a campaign ad is designed to persuade you to vote for a candidate. A social media influencer's sponsored content may be clearly labeled as such.

But persuasive messages can also be subtle. Look for elements of the six principles of persuasion to identify an attempt to persuade you. This might mean phrases such as "limited availability" (scarcity), "doctors say" (authority), or "customers agree" (social proof),

Advertisements that urge viewers to buy a particular product are a form of persuasion. So are political debates, where candidates try to sway voters to their side. Persuasion is a powerful force in daily life and has a major influence on society and a whole.

Negative examples of persuasion often come to mind—as in an ad trying to get you to buy something you don't need, peer pressure that causes you to make a poor decision, or even deliberate misinformation. But persuasion can also be used in a positive way: Think of public service or health campaigns that urge people to recycle, quit smoking , or practice social distancing to help protect themselves and their community.

Being informed about persuasion and persuasive techniques can help you recognize persuasion and respond to it. It can also help you use it to influence the behavior of others.

Evaluate Information Carefully

When you are trying to make a decision (about something big, like who to vote for, or small, like what movie to watch), gather information to help you make a wise choice. But be thoughtful and even skeptical about that information. Who is providing it, and what is their motivation? Do they stand to gain in some way from your choice? Be sure you trust your sources.

Learn How to Resist Persuasion

Being aware of persuasive techniques and of the trustworthiness of information used to make choices can help you resist persuasion. It's also important to be willing to change your mind . Feeling burdened by sunk costs—or the perception that you've already invested too much in a decision to be able to back out—could lead you to be persuaded to go against your better judgment.

People who are impulsive may be more susceptible to persuasion than others. Similarly, people who lack self-control also tend to be susceptible to persuasion. So taking steps to improve your self-control can help you resist persuasion.

Know How to Use Persuasion

You can use your knowledge of persuasion to convince others to align with your point of view. For example, if you want your partner to visit a new restaurant with you, you could remind them that a friend whose opinion they trust recommended the place (liking), that it has dozens of positive reviews from other diners (social proof), or that they chose the restaurant last time (reciprocity).

Your knowledge and understanding of your audience (in this case, your partner) can help you decide which persuasive techniques will be most effective. For instance, maybe your partner doesn't care about what other diners think, but they do hate to miss out on something unusual. In that case, you might try a scarcity tactic: "This specialty dish is only available on Sundays, and only to the first ten diners."

Research shows that projecting confidence via your tone of voice makes you more persuasive. Even if you don't feel confident in your argument, sounding as if you do helps you succeed.

Persuasion can be both a positive and negative force. Learning more about how persuasion works can help you better understand how you might be influenced by the messages you see and hear. It can also give you the tools you need to make persuasive arguments of your own.

Perloff RM.  The Dynamics of Persuasion: Communication and Attitudes in the 21st Century . Taylor & Francis.

APA Dictionary of Psychology. Coercive persuasion . American Psychological Association.

Alslaity A, Tran T. Users’ responsiveness to persuasive techniques in recommender systems . Front Artif Intell. 2021;4:679459. doi:10.3389/frai.2021.679459

Modic D, Anderson R, Palomäki J. We will make you like our research: The development of a susceptibility-to-persuasion scale . Braunstein LA, ed. PLoS ONE. 2018;13(3):e0194119. doi:10.1371/journal.pone.0194119

Guyer JJ, Fabrigar LR, Vaughan-Johnston TI. Speech rate, intonation, and pitch: investigating the bias and cue effects of vocal confidence on persuasion . Pers Soc Psychol Bull. 2019;45(3):389-405. doi:10.1177/0146167218787805

By Kendra Cherry, MSEd Kendra Cherry, MS, is a psychosocial rehabilitation specialist, psychology educator, and author of the "Everything Psychology Book."