Applying Audience Invoked Models to Instructional Design Methods
http://orange.eserver.org/issues/2-1/kcleman.htm

Cleman, Kelly A.
Orange Journal, The
2001

Abstract:

You should know what appeals to and motivates your audience before you approach them with a suggestion for action. The same point is also true for writers. The writer must have a good idea of who the audience is and what motivates them in order to create arguments that will convince his or her audience to not only to read the text, but also to behave in the desired fashion after they have read the text.