Punctuation+and+Voice

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(10) Ehrenworth and Vinton, Chapter 2
"We know that writers capitalize the first word of a new sentence so their readers can clearly recognize that a new sentence is beginning. For the end of the sentence, though, writers have more choice, and the choices they make will affect the tone of their writing. Writers decide whether to use a period, a question mark, or an exclamation point" (23)

On pages 23-23, the authors show that punctuating a sentence is a matter of choice. What determines which choice the writer makes among the period, the question mark, and the exclamation point? How is this different from the way you were taught to use these forms of end punctuation?