Tony Schwartz , the Responsive Chord,
page 24.
“The critical task is to design our package of stimuli so that it resonates with information already stored within an individual and thereby induces the desired learning or behavioral effect. Resonance takes place when the stimuli put into our communication evoke meaning in a listener or viewer “
page 25 “A listener or viewer brings far more information to the communication event than a communicator can put into his program, commercial or message. The communicators problem, then, is not to get stimuli across, or even to package his stimuli so they can be understood and absorbed. Rather, he must deeply understand the kinds of information and experience stored in his audience, the patterning of this information, and the interactive resonance process whereby stimuli evoke this stored information. I