Choosing By Advantages and Rhetoric in Building Design: Relationship and Potential Synergies

Paz Arroyo1, Glenn Ballard2 & Iris D. Tommelein3

1 PhD Candidate, Civil and Envir. Engrg. Dept., Univ. of California, Berkeley, CA, USA and Assistant Professor, Engineering School, Pontificia Universidad Católica de Chile, Santiago, Chile, parroyo@berkeley.edu
2Research Director, Project Production Systems Laboratory (p2sl.berkeley.edu), Civil and Envir. Engrg. Dept., Univ. of California, Berkeley, CA 94720-1710, USA, ballard@ce.berkeley.edu
3Professor, Civil and Envir. Engrg. Dept., and Director of the Project Production Systems Laboratory (p2sl.berkeley.edu), Univ. of California, Berkeley, CA 94720-1710, USA, Phone +1 (510) 643-8678, tommelein@ce.berkeley.edu

Abstract

Rhetoric is a natural part of the design process and has caught the interest of researchers in the last 50 years. Indeed, effective rhetoric has been studied and used since the time of the ancient Greeks to persuade and to influence all manner of things. However, little research has been done on rhetoric in design and engineering, specifically during the decision-making portion of the design process. This paper provides examples of how a decision-making method such as Choosing By Advantages (CBA) uses rhetoric during the decision process and explores how the three components of rhetoric (logos, pathos, and ethos) may apply to the decision- making process. The authors argue that understanding rhetoric may provide designers with new means for persuasion, and ultimately, help them make better decisions.

Keywords

Decision-making, Rhetoric, Choosing By Advantages, CBA, Design Management.

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Reference

Arroyo, P. , Ballard, G. & Tommelein, I.D. 2014, 'Choosing By Advantages and Rhetoric in Building Design: Relationship and Potential Synergies' In:, Kalsaas, B.T., Koskela, L. & Saurin, T.A., 22nd Annual Conference of the International Group for Lean Construction. Oslo, Norway, 25-27 Jun 2014. pp 391-408

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