Ethos: appeal to credibility
For example someone including a specialist or professional's opinion on a product.
Ex: #1 Doctor Recommended
Ex: Selena Gomez's Favorite Shampoo
Internal Coherence: the quality of being logically integrated, consistent, and intelligible on the inside. (knowledge/educated)
External Coherence: the quality of being logically integrated, consistent, and intelligible on the outside. (looks/personality) <span>
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My best guess is Taste, you can't control tasting.
Metaphor/D
a figure of speech in which a word or phrase is applied to an object or action to which it is not literally applicable.