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Abstract
A value argument is one in which the claim is a proposition of value. This paper suggests and tests a model of value argument which is intended to answer two questions: given particular arguments intended to prove a value claim, what degree of audience adherence to that claim may be expected? and given a variety of evidence to support a value claim, how may the most effective evidence be selected in advance? Specific hypotheses based on the attitude theories of Fishbein, Wyer and McGuire are formulated to test the model and to answer these questions. Results seem to provide support for the model.
