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Values are “core conceptions” of what is desirable for our own life and for society.¹⁴ They guide people’s judgments and actions.¹⁵ Each of us has values that guide how we live—for example, being helpful, honest, logical, imaginative, or responsible. We also have ideas about what kind of society we want to live in, such as one that offers equality, freedom, happiness, peace, or security.¹⁶ All of these are values. Because values play a central role in guiding our lives, adapting an argument to audience values is one of the most important considerations if your argument is going to be persuasive.¹⁷

A speech about airline safety provides one example of how a message can be tailored to audience values. Suppose you support more extensive security screening at airports. If national security is an important value for your listeners, and you document how extended screening would reduce the risk of terrorist hijackings, you would have a persuasive argument. On the other hand, suppose efficiency and liberty are fundamental values to your audience. To persuade these listeners, you would need to explain how the screening you’re advocating would not slow down airport lines and could be done with minimal intrusion on travelers. If you could prove a high risk of terrorist hijacking, you could also argue that even though efficiency and liberty are generally important values, in this case, the value of national security is paramount.¹⁸