How Audiences Decide

A Cognitive Approach to Business Communication

Richard Young (Autor)

Buch | Softcover

396 Seiten

2010
Routledge (Verlag)
978-0-415-87900-2 (ISBN)

Infos

Summarizes relevant theories and findings from the fields of social cognition, consumer behavior, decision science, behavioral finance, affective science, cognitive science, and neuroscience. This title surveys a range of communication techniques - including those concerning speaking, writing, content, style, typography, and emotional appeals.

Autor

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.

Inhalt

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

Produkt-Details

• Erscheint lt. Verlag: 14.1.2011
• Zusatzinfo: 12 Tables, black and white; 20 Line drawings, black and white; 10 Halftones, black and white; 20 Illustrations, black and white
• Verlagsort: London
• Sprache: englisch
• Maße: 178 x 254 mm
• Gewicht: 770 g
• Themenwelt: Geisteswissenschaften ► Psychologie ► Allgemeine Psychologie
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• ISBN-10: 0-415-87900-0 / 0415879000
• ISBN-13: 978-0-415-87900-2 / 9780415879002
• Zustand: Neuware