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The Propositon-Probability Model of Argument Structure and Message Acceptance

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  • Areni, Charles S

Abstract

Drawing on aspects of logic, classical rhetoric, psycholinguistics, social psychology, and probability theory, this article develops the proposition-probability model (PPM) of argument structure and message acceptance in which verbal arguments are decomposed into arrays of three types of propositions: (a) product claims, (b) data supporting those claims, and (c) conditional rules specifying the relationship between the data and the claims. The propositions making up a given argument can be stated, entailed, presupposed, conversationally implicated, and/or linguistically signaled. Message acceptance is based on the formation and/or modification of beliefs corresponding to the propositions in a given argument. For purposes of making precise predictions regarding the effectiveness of various argument structures, these beliefs are represented in terms of probabilities associated with each proposition. Several postulates are derived from the PPM, and directions for future research on communication and persuasion are discussed. Copyright 2002 by the University of Chicago.

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  • Areni, Charles S, 2002. "The Propositon-Probability Model of Argument Structure and Message Acceptance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(2), pages 168-187, September.
    • Handle: RePEc:oup:jconrs:v:29:y:2002:i:2:p:168-87
    DOI: 10.1086/341569
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    Cited by:

    1. TANASE, Cosmin, 2016. "The Retailers’ Marketing Strategy: Adapting to the fast-evolving environment," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 6(3), pages 17-22, September.
    2. Licsandru, Tana Cristina & Cui, Charles Chi, 2018. "Subjective social inclusion: A conceptual critique for socially inclusive marketing," Journal of Business Research, Elsevier, vol. 82(C), pages 330-339.

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