If you’ve ever taken a crash course in public speaking, you might know about the three rhetorical appeals of ethos, logos, and pathos. While ethos relies on your audience perceiving you as trustworthy ...

Anyone who’s shed a tear (or a thousand) during Sarah McLachlan’s ASPCA commercial knows that as much as we might like to think of ourselves as purely logical beings, we’re often driven by our ...

Let’s face it. We are not rational, and we are not logical. We are emotional creatures, and it is this emotion that drives our behavior and decisions. As consumers, we would very much like to believe ...