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How Audiences Decide: A Cognitive Approach to Business Communication
How Audiences Decide A Cognitive Approach to Business Communication Author:Richard Young 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 o... more »f 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.« less