Previously published in 2011 under title: How audiences decide.

Includes bibliographical references and and indexes.

UNDERSTANDING RATIONAL DECISION MAKING. Audience Decision-Making Expertise -- Types of Audience Decisions -- Cognitive Processes in Audience Decision Making -- Aids to Audience Decision Making -- UNDERSTANDING INTUITIVE DECISION MAKING. Heuristics and Biases in Audience Decision Making -- Person Perception in Audience Decision Making -- UNDERSTANDING EMOTIONAL DECISION MAKING. Emotions in Audience Decision Making --

This book offers a comprehensive introduction to persuasion and real-world decision making. Drawing on empirical research from social psychology, neuroscience, business communication research, cognitive science, and behavioral economics, Young reveals the thought processes of many different audiences - from investors 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, illustrated with examples, including resumes, speeches, and slide presentations, 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 insights into human behavior and helps them apply this understanding with various decision-making aids.

College of Business and Accountancy Marketing Management

College of Arts and Sciences Bachelor of Arts in Communication

Text in English