Psycholinguistic models distinguish in text production between a conceptual and a linguistic process. Aspects of planning are investigated in terms of patterns. For the conceptual process by way of text patterns, flexible schemes to realize a communicative intention such as pro-contra argumentation, and for the linguistic process by way of marker patterning, the combined use of lexical and syntactic markers. Aspects of choice are investigated in terms of preferences (by the producer) and of effects (on the receiver). For variations to be decided on in either the conceptual or the linguistic process, their communicative adequacy is assessed in terms of evaluative and persuasive responses. Current research focusses on the uses of patronizing, politeness and synonymy.