How Audiences Decide

A Cognitive Approach to Business Communication

av Richard Young (häftad, 2011)

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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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Häftad (paperback)
Språk: Engelska
Antal sidor: 416
Utg.datum: 2011-01-14
Förlag: Routledge
Illustrationer: 20 black & white illustrations, 12 black & white tables, 10 black & white halftones, 20
Dimensioner: 247 x 177 x 19 mm
Vikt: 725 g
Antal komponenter: 1
ISBN: 9780415879002

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Övrig information

Dr. Richard Young is Associate Teaching Professor of Management Communication at the Tepper School of Business at Carnegie Mellon University.aA 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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Innehållsförteckning

Introduction Part 1: Understanding Rational Decision Making 1. Audience Decision-Making Expertise 2. Types of Audience Decisions 3. Cognitive Processes in Audience Decision Making 4. Aids to Audience Decision Making Part 2: Understanding Intuitive Decision Making 5. Heuristics and Biases in Audience Decision Making 6. Person Perception in Audience Decision Making Part 3: Understanding Emotional Decision Making 7. Emotions in Audience Decision Making. Conclusion. References

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