NATURE OF ARGUMENT. What is argument?. Monty Python sketch: “I’d like to have an argument”. definition.
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reflective, analytical decision making
reading product reviews
looking up consumer ratings
seeking out objective, expert opinions
Peripheral processing: using mental shortcuts, “heuristic” cues.
habitual, reflexive decision making
relying on celebrity endorsements
giving in to brand loyalty
basing a decision on “bells and whistels”central versus peripheral processing
formal rules in legal argument: admissibility of evidence, exclusionary rule
formal rules in social science argument: p < .05 level of significance, scale reliability, replication
NFL challenges and instant replay
Informal rules in everyday argument
requirements for evidence
ad hominem attacks
availability conditionargument is rule-governed