Francis E. Dardis

From day one, this book informed and cultivated my research agenda in persuasive communications. The academic knowledge contained in the book, coupled with a keen eye toward the practical implications of all of it, immensely helped me pursue inquiry in strategic communications, advertising, and consumer behavior. This book basically allowed me to set a road map for the many questions I investigated over the years. I do not believe that I could have thought of all those questions without it. Thus, the overall mission of contributing to our extant knowledge and building upon it certainly was accomplished by this superlative book.