console grieving families, and ensures that the perpetrators of heinous crimes never have an opportunity to cause future tragedy.\
& Opponents of capital punishment say it has no deterrent effect on crime, wrongly gives governments the power to take human life, and perpetuates social injustices by disproportionately targeting people of color (racist) and people who cannot afford good attorneys (classist). They say lifetime jail sentences are a more severe and less expensive punishment than death.\

Research in social psychology identifies three factors that affect argument persuasiveness [@PettyCacioppo86; @PettyCacioppo88].

-   the [argument]{} itself

-   the [audience]{}

-   the [source]{} of the argument

The [argument]{} includes the content and its presentation, e.g. whether it is a monolog or a dialog, or whether it is factual or emotional as illustrated in Table \[sample-quote-response\] and Table \[death-procon\]. The [audience]{} factor models people’s prior beliefs and social affiliations as well as innate individual differences that affect their susceptibility to particular arguments or types of arguments [@Anderson71; @Davies98; @Devineetal00; @Pettyetal81]. Behavioral economics research shows that the cognitive style of the audience interacts with the argument’s emotional appeal: emphasizing personal losses is more persuasive for neurotics, whereas gains are effective for extraverts [@Carveretal00; @Mannetal04]. The [ source]{} 