1 J. C. Reinard, Foundations of Argument (Dubuque, IA: William C. Brown, 1991), 353–54.

2 Aristotle, On Rhetoric, trans. G. A. Kennedy (New York: Oxford University Press, 1991), 1378a.

3 J. C. McCroskey and J. J. Teven, “Goodwill: A Reexamination of the Construct and Its Measurement,” Communication Monographs 66.1 (1999): 92.

4 S. Wheaton, “Missouree? Missouruh? To Be Politic, Say Both,” New York Times, October 13, 2012, A1.

5 H. Flesher, J. Ilardo, and J. Demoretcky, “The Influence of Field Dependence, Speaker Credibility Set, and Message Documentation on Evaluations of Speaker and Message Credibility,” Southern Communication Speech Journal 34 (Summer 1974): 400.

6 J. C. McCroskey, “A Summary of Experimental Research on the Effects of Evidence in Persuasive Communication,” Quarterly Journal of Speech 55 (April 1969): 172.

7 Ibid., 175.

8 D. J. DeNoon, “Drink More Diet Soda, Gain More Weight?” June 13, 2005, http://www.webmd.com/content/article/107/108476.htm#.

9 R. E. Nisbett and L. Ross, Human Interference: Strategies and Shortcomings of Social Judgment (Englewood Cliffs, NJ: Prentice Hall, 1980).

10 Tr’ondëk Hwëch’in Heritage Sites, “Fortymile Caribou Herd,” 2012, http://www.trondekheritage.com/our-places/forty-mile/what-makes-forty-mile-special/fortymile-caribou-herd.

11 Desert Renewable Energy Conservation Plan, “American Peregrine Falcon,” March 2, 2012, http://www.drecp.org/meetings/linkdocs/2012-02-24_meeting/species_profiles/American_Peregrine_Falcon.pdf.

12 U.S. Fish & Wildlife Service, “Chart and Table of Bald Eagle Breeding Pairs in Lower 48 States,” October 16, 2012, http://www.fws.gov/midwest/eagle/population/chtofprs.html.

13 M. DeLisi and others, “Violent Video Games, Delinquency, and Youth Violence: New Evidence,” Youth Violence and Juvenile Justice 11, no. 2 (2013): 138.

14 B. Kiviat, “How to Create a Job,” Time, March 29, 2010, 18.

15 S. Callahan, “The Role of Emotion in Ethical Decision Making,” Hastings Center Report 18, no. 3 (1988): 9.

16 G. Anders, Health against Wealth: HMOs and the Breakdown of Medical Trust (Boston: Houghton Mifflin, 1996), 108–9.

17 K. Witte and K. Morrison, “Examining the Influence of Trait Anxiety/Repression-Sensitization on Individuals’ Reactions to Fear Appeals,” Western Journal of Communication 64 (Winter 2000): 1.

18 P. A. Mongeau, “Another Look at Fear-Arousing Persuasive Appeals,” in Persuasion: Advances through Meta-Analysis, ed. M. Allen and R. W. Preiss (Cresskill, NJ: Hampton Press, 1998), 66.

19 Ibid.

20 D. Westen, “Health Care Reform: It’s How You Say It,” Startribune.com, July 1, 2009, http://www.Startribune.com.

21 D. Westen, The Political Brain: The Role of Emotion in Deciding the Fate of the Nation (New York: Public Affairs, 2007).

22 Frank Luntz, “Why Republicans Should Watch Their Language,” Washington Post, January 13, 2013, B1.

23 “H1N1 Flu Vaccine Is a ‘Eugenics Weapon’: Quebec Ex-MD/Conspiracy Theorist,” August 6, 2009, http://www.canadianmedicinenews.com/2009/08/h1n1-flu-vaccine-iseugenics-weapon.html.

24 “Off-Base Camp: A Mistaken Claim about Glaciers Raises Questions about the UN’s Climate Panel,” Economist 394 (January 23, 2010): 76–77.

25 W. DeJong and L. Wallack, “A Critical Perspective of the Drug Czar’s Antidrug Media Campaign,” Journal of Health Communication 4 (1999): 155–60; D. R. Buchanan and L. Wallack, “This Is the Partnership for a Drug-Free America: Any Questions?” Journal of Drug Issues 28, no. 2 (1998): 329–56.

26 A. Lang and N. S. Yegiyan, “Understanding the Interactive Effects of Emotional Appeal and Claim Strength in Health Messages,” Journal of Broadcasting and Electronic Media 52, no. 3 (2008): 432–47.

27 U.S. Department of Agriculture, “What Foods Are in the Fruit Group?” http://www.choosemyplate.gov/food-groups/fruits.html (site last accessed September 25, 2013).

28 K. D. Brownell and others. “The Public Health and Economic Benefits of Taxing Sugar-Sweetened Beverages.” New England Journal of Medicine 361 (October 15, 2009): 1599-605.