How Audiences Decide: A Cognitive Approach to Business
Communication is a comprehensive introduction to persuasive
communication in the context of business. a a It summarizes
relevant theories and findings from the fields of cognitive
science, social cognition, leadership, team cognition,
psycholinguistics, and behavioral economics. a 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.a The book covers a broad range of communication
techniquesa "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 appealsa "and examines the empirical
evidence supporting each of them.
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