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

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

by Richard Young
     
 

ISBN-10: 0415879000

ISBN-13: 9780415879002

Pub. Date: 12/21/2010

Publisher: Taylor & Francis

How Audiences Decide: A Cognitive Approach to Business Communication is a comprehensive introduction to persuasive communication in the context of business.   It summarizes relevant theories and findings from the fields of cognitive science, social cognition, leadership, team cognition, psycholinguistics, and behavioral economics.  

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Overview

How Audiences Decide: A Cognitive Approach to Business Communication is a comprehensive introduction to persuasive communication in the context of business.   It summarizes relevant theories and findings from the fields of cognitive science, social cognition, leadership, team cognition, psycholinguistics, and behavioral economics.  By illuminating the thought processes of many different audiences, from consumers to Wall Street analysts to CEOs, it helps communicators better understand why audiences make the decisions they make and how to influence them.  The book covers a broad range of communication techniques-including those concerning persuasive speaking and writing, interviews and group meetings, content and style, typography and nonverbal behaviors, charts and images, rational arguments and emotional appeals-and examines the empirical evidence supporting each of them.

Product Details

ISBN-13:
9780415879002
Publisher:
Taylor & Francis
Publication date:
12/21/2010
Edition description:
New Edition
Pages:
416
Product dimensions:
7.00(w) x 9.90(h) x 0.90(d)

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

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