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Persuasive Communication
ISBN-13:
9781317417170
Veröffentl:
2016
Seiten:
480
Autor:
Richard Young
eBook Typ:
PDF
eBook Format:
EPUB
Kopierschutz:
2 - DRM Adobe
Sprache:
Englisch
Beschreibung:
This edition offers a comprehensive introduction to decision-making and persuasion in a business context. Drawing on empirical research on audience decisions, business communication, cognitive science, and behavioral economics, Young reveals the thought processes of many different audiences - from analysts to CEOs - to help students better understand why audiences make the decisions they make and how to influence them.
Part I: 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 II: Understanding Intuitive Decision Making 5. Heuristics and Biases in Audience Decision Making 6. Person Perception in Audience Decision Making Part III: Understanding Emotional Decision Making 7. Emotions in Audience Decision Making
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