How Audiences Decide

1. Auflage 2011
ISBN: 978-0-415-87899-9
Verlag: Routledge

Buch, Englisch, 396 Seiten, Format (B × H): 178 mm x 254 mm, Gewicht: 890 g

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.

Autoren/Hrsg.

Young, Richard

Young, Richard O.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Sozialwissenschaften Psychologie Psychologische Disziplinen Umwelt-, Konsum- und Werbepsychologie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Introduction Part1: 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 Part2: Understanding Intuitive Decision Making 5. Heuristics and Biases in Audience Decision Making6. Person Perception in Audience Decision MakingPart3: Understanding Emotional Decision Making 7. Emotions in Audience Decision Making.Conclusion. References

Über Autor(innen)

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.