This article approaches the relationship of normative argumentation studies and descriptive persuasion effects research by pointing to several empirical findings that raise questions or puzzles about normatively-proper argumentative conduct. These findings indicate some complications in the analysis of normatively desirable argumentative conduct – including some ways in which practical persuasive success may not be entirely compatible with normatively-desirable advocacy practices.

This essay offers a start on sorting out the relationships of argumentation and persuasion by identifying two systematic ways in which definitions of argumentation differ, namely, their descriptions of the ends and of the means involved in argumentative discourse. Against that backdrop, the traditional “conviction-persuasion” distinction is reassessed. The essay argues that the traditional distinction correctly recognizes the difference between the end of influencing attitudes and that of influencing behavior—but that it misanalyzes the means of achieving the latter (by focusing (...) on emotional arousal) and that it mistakenly contrasts “rational” and “emotional” means of influence. The larger conclusion is that understanding the relationships of the phenomena of argumentation and persuasion will require close attention to characterizations of communicative ends and means. (shrink)