Chapter 11

Arguments and Logical Fallacies

“We are never deceived; we deceive ourselves.”

—Goethe

“We like to be deceived.”

—Blaise Pascal

Think about how often you make propositional statements as a marketer. You may propose a new product development idea, a change in pricing strategy, or perhaps even suggest changing advertising agencies. You make these propositions because you want to increase the likelihood that your organization will be successful in the future. Let’s see how you can do this better.

Arguments

The term argument has a bit of an image problem, at least in the United States. It probably makes you think of people speaking loudly and harshly to one another. However, in the field of critical thinking, an argument is an “arrangement ...

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