How Audiences Decide
A Cognitive Approach to Business Communication
1st Edition
Published on 20. December 2010
Book
Paperback/Softback
396 pages
978-0-415-87900-2 (ISBN)
Description
Richard Young has written a meticously researched and perhaps most comprehensive book on this topic yet published. While its potential audience is relatively small in relation to other MBA courses, those who teach at this level will recognize its scholarship.
Reviews / Votes
"How Audiences Decide is a richly detailed examination of the many factors involved in how audiences receive communication. Young (management communication, Carnegie Mellon Univ. Tepper School of Business) is an expert in the fields of rhetoric and communication, and he has applied his research to the areas of negotiation, consulting, and audience decision making... Young's work is comprehensive, and he supports his remarks thoroughly with an abundance of theory from communications and psychology, including cognitive science, social cognition, and behavioral economics. The author also covers a variety of approaches to communication, including verbal and visual. Highly recommended." -- D. Aron, Dominican University (CHOICE, August 2011)More details
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Product notice
Paperback (UK-B)
Illustrations
12 s/w Tabellen, 20 s/w Zeichnungen, 10 s/w Photographien bzw. Rasterbilder, 20 s/w Abbildungen
12 Tables, black and white; 20 Line drawings, black and white; 10 Halftones, black and white; 20 Illustrations, black and white
Dimensions
Height: 254 mm
Width: 178 mm
Weight
770 gr
ISBN-13
978-0-415-87900-2 (9780415879002)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
07/2016
2nd Edition
Routledge
€121.60
Shipment within 10-20 days
Additional editions
Book
12/2010
1st Edition
Routledge
€141.36
Withdrawn from sale
Person
Dr. Richard Young is Associate Teaching Professor of Management Communication at the Tepper School of Business at Carnegie Mellon University. A regular presenter at the Management Communication Association's annual conferences, he received his Ph.D. in Rhetoric from Carnegie Mellon in 1989.
Content
Introduction Part 1: 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 2: Understanding Intuitive Decision Making 5. Heuristics and Biases in Audience Decision Making 6. Person Perception in Audience Decision Making Part 3: Understanding Emotional Decision Making 7. Emotions in Audience Decision Making. Conclusion. References