Hans Hoeken was born in Weert in 1965. After receiving his MA (1989, cum laude, specializations: Language & Communication, Psycholinguistics) in Dutch Language and Culture at the Radboud University Nijmegen, he became a lecturer for the Discourse Studies Group at Tilburg University. In 1995, he defended his dissertation, The Design of Persuasive Texts. After returning to the Radboud University in 1998 to work as an assistant professor for the Department of Communication Studies (Faculty of Social Sciences), he was appointed as an associate professor at the Department of Business Communication Studies in 1999. Since 2004, he holds the chair of Persuasive communication and as of 2007 he is head of the Department of Business Communication Studies. Hans Hoeken is married and the proud father of a son and a daughter.