Beliefs versus values: Salient beliefs in designing a persuasive message

Argumentation theorists have long depended on the concept of “values” in analyzing audiences and formulating persuasive messages. The authors argue that values are both inappropriate and impractical in audience analysis and persuasive message formation when a specific behavior change (action) is desired. Using Ajzen and Fishbein's Theory of Reasoned Action (1980), four belief strategies for designing persuasive arguments are proposed, and a five‐step process for designing a persuasive message leading to action is presented.