Persuasive Communication - How Audiences Decide. 2nd Edition
144 Understanding Rational Decision Making 241 See n232. 242 See n98, Payne et al. (1993). Tversky, A. (1972). Elimination by as ...
On August 5, 1977, New York State became the first state in the United States to enact a general-purpose plain English law. The ...
146 Understanding Rational Decision Making ORIGINAL CITIBANK LOAN AGREEMENT FORM FIRST NATIONAL CITY BANK Personal Finance Depar ...
Aids to Audience Decision Making 147 REVISED CITIBANK LOAN AGREEMENT FORM Consumer Loan Note Date ___________________________ , ...
148 Understanding Rational Decision Making Citibank’s experience with the new loan agreement form illustrates just a few of the ...
Aids to Audience Decision Making 149 High Contrast Between Type and Background The greatest legibility is achieved when there is ...
150 Understanding Rational Decision Making curved or straight serifs added to the ends of letters (e.g., the word “APPLE” shown ...
Aids to Audience Decision Making 151 a space of 3 points is preferred. Type that is set solid has a dense appearance (see Figure ...
152 Understanding Rational Decision Making Appropriate Prosody, Intonation, and Articulation A speaker’s articulation, intonatio ...
Aids to Audience Decision Making 153 A large sample study of magazine advertising inserts fi nds that titles and section heading ...
154 Understanding Rational Decision Making Prominent Size and Placement Size affects audience attention. For example, readers gi ...
Aids to Audience Decision Making 155 Information relevant to the audience’s current goals and intentions is attention getting as ...
156 Understanding Rational Decision Making Spoken vs. Written Messages In most cases, spoken information is more attention getti ...
Aids to Audience Decision Making 157 When she spoke using an unexpressive style, she made little eye contact, no hand or head ge ...
158 Understanding Rational Decision Making the next section. As Chapter 3 explains, sentence comprehension involves three major ...
Aids to Audience Decision Making 159 In one study, four texts were revised using a “writing to the formulas” approach. Readers g ...
160 Understanding Rational Decision Making to use parallelism. Abraham Lincoln used parallelism to great persuasive effect in th ...
Aids to Audience Decision Making 161 Original Paragraph Written in an Abstract, Passive-Nominal Style The Protocol Familiarizati ...
162 Understanding Rational Decision Making Referential representation is aided by making referents easy to identify. Readers tak ...
Aids to Audience Decision Making 163 Hand gestures can play an important role in listeners’ comprehension and memory especially ...
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