Young Persuasive Communication

How Audiences Decide
2. Auflage 2016
ISBN: 978-1-317-41716-3
Verlag: CRC Press
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 480 Seiten

This edition of Persuasive Communication offers a comprehensive introduction to decision-making and persuasion in a business context. Drawing on empirical research on audience decisions, business communication, cognitive science, and behavioral economics, Young reveals the thought processes of many different audiences – from analysts to CEOs – to help students better understand why audiences make the decisions they make and how to influence them.

The book covers a broad range of communication techniques, richly illustrated with compelling, real-world examples, including resumes, speeches, and facial photographs, to help students recognize persuasive methods that do, and do not, work. A detailed analysis of the emotions and biases that go into decision-making arms students with perceptive insights into human behavior and helps them apply this understanding with various decision-making aids. Students will learn how to impact potential employers, clients, and employees, giving them an advantageous knowledge of communication in the business field.

This book will prove fascinating to many, and especially useful for students of business and management communication.

Autoren/Hrsg.

Young, Richard O.

Young, Richard

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Management: Führung & Motivation
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation

Inhaltsverzeichnis

Part I: 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 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

Über Autor(innen)

Richard O. Young is a teaching professor of business communication at Carnegie Mellon University, USA.