Chapter 18

3. tendency to behave a certain way
4. intensify the audience's feelings or beliefs
11. you're showing your listeners that many people do what you want them to also do
13. prove to audience members that they meed to learn or do something
14. present the "solution" that satisfies the need
17. focus on influencing listeners
18. overt, observable actions

1. a speaker is perceived to be believable
2. tell the audience what they should do to satisfy the need you have identified
3. persuade the audience to give you their undimmed attention
5. process of demonstrating a similarity with your audience
6. you're showing your listeners that many people do what they should not do
7. persuasive strategy & way of organizing your speech
8. conviction in the existence or reality of something
9. speech designed to raise spirits of an audience
10. appeals to your listeners' feelings, needs, & desires
12. indicator of what you feel is good or bad, ethical or unethical
15. knowledge & expertise an audience thinks you have
16. favorable self-image