ABSTRACT
Throughout the previous chapters of this book we have stressed that in rhetorical communication it is vital that sources adapt to their audiences. This basic concept has permeated classical rhetorical thinking from Aristotle to the present. If the rhetorical communicator expects to be effective with a group of receivers, he or she must adapt her/his messages to the receivers he/she wishes to influence. Contemporary social science research on attitude and attitude change has consistently confirmed this injunction.
