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We all depend heavily upon the advice of others, in making our day-to- day decisions. Months, and perhaps years, before the first ounce of a new rodenticide is used by an orchardist, a series of successful "convincings" must occur. A market analyst must convince his company that a new rodenticide is needed and that a suitable market exists. The company's researchers must convince management that their candidate rodenticide has potential worth exploring. Perhaps researchers outside the company then convince management that outside research services would be beneficial. Researchers must then convince regulatory agencies that the new rodenticide is effective against target rodents and safe for the user, the consumer, and the environment. When the rodenticide is finally marketed, the orchardist must then be convinced that it will be to his advantage to use the new product instead of others. Each step is crucial to continuation of the process --- unless persuasive communication occurs at each step, the process ends at that point.