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.

Item Information Item Information

Format: Trade Paperback
Author: Young, Richard
ISBN: 9780415879002
Condition: Used
Dimensions: 9.80 x 0.90
Number Of Pages: 396
Publication Year: 2010

How Audiences Decide: A Cognitive Approach to Business Communication

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