Syllogism Validity vs. Truth
An argument can be valid (the conclusion follows) and false (a premise is wrong), or invalid and true by luck; persuaders exploit the fact that people judge arguments by whether they like the conclusion.
An everyday example
'Successful companies invest in brand; you want to be successful; therefore buy brand advertising' — valid form, unproven premise, likeable conclusion.
What it can cost you
Being convinced by form when the content is wrong, or rejecting a true conclusion because the argument for it was bad.
Warning signs
- I accepted it because I agree with the conclusion.
- I rejected it because I dislike the speaker's conclusion.
One thing to do
Evaluate in two passes: does the conclusion follow? Are the premises true? Never let one pass substitute for the other.
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