Persuasive communication

Persuasive communication: how audiences decide

by Young, Richard O.

Type Book
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"...offers a comprehensive introduction to persuasion and real-world decision making. Drawing on empirical research from social psychology, neuroscience, cognitive science, and behavioral economics, Young reveals the thought processes of many different audiences--from army officers to CEOs--to help students better understand why audiences make the decisions they make and how to influence them..."--[page i].

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Title Statements

  • Full title :Persuasive communication : how audiences decide / Richard O. Young.

Summary

"...offers a comprehensive introduction to persuasion and real-world decision making. Drawing on empirical research from social psychology, neuroscience, cognitive science, and behavioral economics, Young reveals the thought processes of many different audiences--from army officers to CEOs--to help students better understand why audiences make the decisions they make and how to influence them..."--[page i].

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Edition Statements

  • Publication Date:2017.
  • Edition:Second edition

Publication Statements

Notes

Previously published in 2011 under title: How audiences decide.

The Physical Object

  • Description:xiii, 464 pages : : illustration ; : 26 cm

Edition Identifiers

  • ISBN:9781138920361, 1138920363, 9781138920378, 1138920371
  • oclc:ocn950202001
  • LC Classification:HF5718
  • Dewey Decimal:658.4/5

Table of Contents

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.

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Subjects

Business communication -- Psychological… Communication dans l'entreprise -- Aspe…

Writers

Young, Richard O.

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