However, throughout his book his clear emphasis is that he regards persuasion as effecting open change in those who are persuaded.14 Sleeth, on the other hand, presents a straightforward definition, “Persuasion is the process of influencing belief and behavior by the use of various appeals in order to win a desired response.”15 Hogan and Reid consider persuasion from the perspective of rhetoric. In so doing they incorporate into their position the view of Karlyn Kohrs Campbell. Thus they define rhetoric