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

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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.

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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.

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Table of Contents


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



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