1. Richard E. Petty and John T. Cacioppo, Communication and Persuasion: Central and Peripheral Routes to Attitude Change (New York: Springer-Verlag, 1986).

2. Kathleen Reardon, Persuasion in Practice (Newbury Park, CA: Sage Publications, 1991), 210.

3. Elpidio Villarreal, “Choosing the Right Path” (speech delivered to the Puerto Rican Legal Defense and Education Fund Gala in New York City, October 26, 2006), Vital Speeches of the Day 72, no. 26 (2007): 784–86.

4. Kim Witte and Mike Allen, “A Meta-Analysis of Fear Appeals: Implications for Effective Public Health Campaigns,” Health Education and Behavior 27 (2000): 591–615.

5. Joseph R. Priester and Richard E. Petty, “Source Attributions and Persuasion: Perceived Honesty as a Determinant of Message Scrutiny,” Personality and Social Psychology Bulletin 21 (1995): 637–54.

See also Kenneth G. DeBono and Richard J. Harnish, “Source Expertise, Source Attractiveness, and the Processing of Persuasive Information: A Functional Approach,” Journal of Personality and Social Psychology 55 (1987): 541.

6. B. Soper, G. E. Milford, and G. T. Rosenthal, “Belief When Evidence Does Not Support the Theory,” Psychology and Marketing 12 (1995): 415–22, cited in Stephen M. Kosslyn and Robin S. Rosenberg, Psychology: The Brain, the Person, the World (Boston, MA: Allyn & Bacon, 2004), 330.

7. Richard Petty and John T. Cacioppo, “The Elaboration Likelihood Model of Persuasion,” in Advances in Experimental Social Psychology, vol. 19, ed. L. Berkowitz (San Diego: Academic Press, 1986), 123–205; Richard Petty and Duane T. Wegener, “Matching versus Mismatching Attitude Functions: Implications for Scrutiny of Persuasive Messages,” Personality and Social Psychology Bulletin 24 (1998): 227–40.

8. The model of argument presented here follows Stephen Toulmin, The Uses of Argument (New York: Cambridge University Press, 1958), as described in James C. McCroskey, An Introduction to Rhetorical Communication, 6th ed. (Englewood Cliffs, NJ: Prentice Hall, 1993).

9. Dennis S. Gouran, “Attitude Change and Listeners’ Understanding of a Persuasive Communication,” Speech Teacher 15 (1966): 289–94; J. P. Dillard, “Persuasion Past and Present: Attitudes Aren’t What They Used to Be,” Communication Monographs 60 (1966): 94.

10. M. Allen, “Comparing the Persuasive Effectiveness of One- and Two-Sided Messages,” In Persuasion: Advances through Meta-Analysis, ed. M. Allen and R. W. Preiss (Cresskill, NJ: Hampton Press, 1998), 87–98.

11. James C. McCroskey, An Introduction to Rhetorical Communication, 9th ed. (Englewood Cliffs, NJ: Prentice Hall, 2005).

12. Edward P. J. Corbett, Classical Rhetoric for the Modern Student, 4th ed. (New York: Oxford University Press, 1999).

13. S. Morris Engel, With Good Reason: An Introduction to Informal Fallacies, 6th ed. (Boston: Bedford/St. Martin’s, 2000), 191.

14. Jennifer Aaker and Durairaj Maheswaran, “The Impact of Cultural Orientation on Persuasion,” Journal of Consumer Research 24 (December 1997): 315–28.

15. Jennifer L. Aaker, “Accessibilty or Diagnosticity? Disentangling the Influence of Culture on Persuasion Processes and Attitudes,” Journal of Consumer Research 26 (March 2000): 340–57.

16. Kristine L. Fitch, “Cultural Persuadables,” Communication Theory 13 (February 2003): 100–123.

17. Ibid.

18. Jennifer L. Aaker and Patti Williams, “Empathy versus Pride: The Influence of Emotional Appeals across Cultures,” Journal of Consumer Research 25 (1998): 241–61.

19. Ibid.

20. Ibid.

21. Alan Monroe, Principles and Types of Speeches (Chicago: Scott, Foresman, 1935).

22. Herbert Simon, Persuasion in Society (Thousand Oaks, CA: Sage Publications, 2001), 385–87.