How Audiences Decide: A Cognitive Approach to Business Communication

How Audiences Decide: A Cognitive Approach to Business Communication

by Richard O. Young
     
 

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It’s a common knowledge that knowing your audience is the key to persuasive communication.


But what does "knowing your audience" really mean? Does it mean knowing your audience’s name, age, gender, and socio-economic status? This book shows that if you want  to be persuasive the most important thing you need to know about your audience

Overview

It’s a common knowledge that knowing your audience is the key to persuasive communication.


But what does "knowing your audience" really mean? Does it mean knowing your audience’s name, age, gender, and socio-economic status? This book shows that if you want  to be persuasive the most important thing you need to know about your audience is how your audience makes decisions. And it demonstrates with numerous examples and research findings that when experienced and otherwise highly-skilled professionals—CEOs, medical doctors, magazine publishers—fail to grasp how their audiences make decisions they also fail to persuade them.


Product Details

ISBN-13:
9781136911880
Publisher:
Taylor & Francis
Publication date:
03/01/2011
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
416
File size:
10 MB

Meet the Author

Dr. Richard Young is Associate Teaching Professor of Management Communication at the Tepper School of Business at Carnegie Mellon University. A regular presenter at the Management Communication Association’s annual conferences, he received his Ph.D. in Rhetoric from Carnegie Mellon in 1989.

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