What is the main characteristic of 'transfer and association' in persuasion?

The main characteristic of 'transfer and association' in persuasion is indeed the process of connecting positive feelings with a product. This technique involves linking an emotion—often favorable, such as happiness, success, or excitement—to a particular product or idea. By doing this, persuaders aim to make consumers associate those positive feelings with what they are promoting, thus influencing the audience's perceptions and attitudes toward the product.

For example, advertisements often show people enjoying a product in a pleasant setting to create warm feelings and encourage consumers to buy that product, believing it will bring them similar joy or satisfaction. This emotional appeal can be a powerful motivator in decision-making and can significantly affect consumer behavior.

In contrast, creating connections between concepts focuses more on intellectual associations rather than emotional ones. Using statistics to back claims relies on factual data to persuade an audience, while establishing a logical argument concentrates on logical reasoning rather than emotional impact. Each of these techniques serves different functions in the realm of persuasion, but 'transfer and association' specifically emphasizes the emotional connections that drive consumer behavior.