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Item Details
Title: HOW AUDIENCES DECIDE
A COGNITIVE APPROACH TO BUSINESS COMMUNICATION
By: Richard O. Young
Format: Paperback

List price: £42.99


We currently do not stock this item, please contact the publisher directly for further information.

ISBN 10: 0415879000
ISBN 13: 9780415879002
Publisher: TAYLOR & FRANCIS LTD
Pub. date: 20 December, 2010
Pages: 416
Description: 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.
Synopsis: 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.
Illustrations: 20 black & white illustrations, 12 black & white tables, 10 black & white
Publication: UK
Imprint: Routledge
Returns: Returnable
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