The first decade of research on cognitive response analysis has encouraged continued development of its general theoretical orientation -- that of regarding the communication recipient as an active processor of information. It is this general orientation, rather than any specific set of theoretical postulates, that is best identified as cognitive response analysis. The confinement of much of the past decade's research to a focus on immediate reactions to persuasion attempts has left untapped the full potential of the audience-as-active-informationprocessor view. The next decade should see an expansion of the purview of cognitive response analysis to include the interpretation of enduring effects of persuasive communications.
Preparation of this chapter was facilitated by National Science Foundation Grants SOC 74 13436 and BNS 76 11175, both titled "Research in Persuasive Communication."