How Audiences Decide: A Cognitive Approach to Business Communication / Edition 1

Paperback (Print)
Buy New
Buy New from BN.com
$73.95
Used and New from Other Sellers
Used and New from Other Sellers
from $53.94
Usually ships in 1-2 business days
(Save 27%)
Other sellers (Paperback)
  • All (9) from $53.94   
  • New (5) from $53.94   
  • Used (4) from $73.94   

Overview

How Audiences Decide: A Cognitive Approach to Business Communication draws on a vast research literature and summarizes relevant theories and findings from the fields of social cognition, consumer behavior, decision science, behavioral finance, affective science, cognitive science, and neuroscience. It delves into the hearts and minds of a breath-taking array of audiences: from Wall Street analysts to viewers of the evening news, from army officers to hospital patients, from venture capitalists to grocery shoppers, from CEOs to college admissions officers, from job recruiters to mock jurors. It surveys a broad range of communication techniques—including those concerning speaking, writing, content, style, typography, nonverbal behaviors, charts, images, rational arguments, and emotional appeals—and examines the empirical evidence supporting each of them.

Read More Show Less

Product Details

  • ISBN-13: 9780415879002
  • Publisher: Taylor & Francis
  • Publication date: 12/21/2010
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 416
  • Sales rank: 564,726
  • Product dimensions: 7.00 (w) x 9.90 (h) x 0.90 (d)

Meet the Author

Dr. Richard Young is Associate Teaching Professor of Management Communication at the Tepper School of Business at Carnegie Mellon University where he has taught for over twenty years. He received a Ph.D. in Rhetoric from Carnegie Mellon in 1989 with a dissertation on the cognitive processes of consultants and their clients.

Read More Show Less

Table of Contents

Introduction

Part I Understanding Rational Decision Making

1 Audience Decision-Making Expertise

Decision Criteria of Expert Audiences

Benchmarks of Expert Audiences

Decision Schemata of Expert Audiences

Decision Schemata of Novice Audiences

Expert Audiences vs. Linear Models and Normative Rules

2 Types of Audience Decisions

Audience Decisions About Principal/Agent Relationships

3. Cognitive Processes in Audience Decision Making Perrception

4 Aids to Audience Decision Making

Part II Understanding Intuitive Decision Making

5 Heuristics and Biases in Audience Decision Making

6 Person Perception in Audience Decision Making

Part III Understanding Emotional Decision Making

7 Emotions in Audience Decision Making

Conclusion

References

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted January 19, 2011

    No text was provided for this review.

Sort by: Showing 1 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)