issuhub.com

Persuasive Communication - How Audiences Decide. 2nd Edition

(Marvins-Underground-K-12) #1

  • Understanding Rational Decision Making PART I

  • 1 Audience Decision-Making Expertise

    • Decision Criteria of Expert Audiences

      • Decision Criteria: The Audience’s Mental Checklist of Questions

      • The Number of Decision Criteria in Audience Decisions

      • Metrics and Tests That Operationalize Decision Criteria

      • The Similarity of Decision Criteria Among Audience Members

      • Audience Expectations Based on Decision Criteria

      • Techniques for Discovering and Using Audience Decision Criteria



    • Benchmarks of Expert Audiences

      • Benchmarks: The Comparative Information Audiences Require

      • Audience Expectations About Benchmark Information

      • Audience-Provided Benchmarks



    • Decision Schemata of Expert Audiences

      • Decision Schemata: The Audience’s Decision-Making Framework

      • Decision Schemata as Guides to the Decision-Making Process

      • Limitations of Decision Schemata

      • The Shared Decision Schemata of Groups



    • Decision Schemata of Novice Audiences

      • Novices’ Less Well-Developed Decision Schemata

      • Consequences of Less Well-Developed Decision Schemata

      • The Development of Expert-Like Decision Schemata

      • The Development of Shared Decision Schemata in Groups



    • Expert Audiences vs. Linear Models and Normative Rules viii Detailed Contents

      • Linear Models: The Gold Standard of Rational Decision Making

      • The Causes of Individual Experts’ Normally Inferior Performance

      • The Causes of Groups of Experts’ Normally Inferior Performance

      • The Importance of Expert Audiences Despite Their Limitations





  • 2 Types of Audience Decisions

    • Audience Decisions About Principal/Agent Relationships

      • Oversight Decisions: Responses to Requests for Permission

      • Compliance Decisions: Responses to Demands

      • Staffi ng Decisions: Responses to Applications

      • Employment Decisions: Responses to Recruiting Efforts

      • Exonerative Decisions: Responses to Requests for Pardon

      • Rallying Decisions: Responses to Attempts to Inspire and Lead



    • Audience Decisions About Financial Resources

      • Investment Decisions: Responses to Requests for Investment

      • Lending Decisions: Responses to Requests for Loans

      • Usage Decisions: Responses to Requests to Try Out

      • Sourcing Decisions: Responses to Offers From Vendors

      • Budgetary Decisions: Responses to Requests for Resources

      • Borrowing Decisions: Responses to Offers of Loans



    • Audience Decisions About Organizational Policies

      • The Infl uence of Group Affi liations on Policy Decisions

      • The Infl uence of External Groups on Policy Decisions

      • Organizational Decision Criteria for Policy Decisions





  • 3 Cognitive Processes in Audience Decision Making

    • Perception

      • Readers’ Perception of Text

      • Listeners’ Perception of Speech

      • Viewers’ Perception of Images and Graphs



    • Attention

      • Stimulus-Driven Attention

      • Constraints on Auditory Attention

      • Constraints on Visual Attention



    • Sentence-Level Comprehension

      • The Sentence Comprehension Process

      • Readers’ Comprehension

      • Listeners’ Comprehension

      • Viewers’ Comprehension



    • Schema Activation

      • Schema Activation in Decision Making and Discourse Comprehension

      • The Schema Activation Process

      • Consequences of Faulty Schema Activation



    • Information Acquisition Detailed Contents ix

      • The Process of Filling Schema Slots

      • Targeted vs. General Search

      • Attribute-Based vs. Alternative-Based Search

      • The Audience’s Preference for Attribute-Based Search

      • Constraints on the Search Process



    • Information Integration

      • The Conversion of Cardinal Numbers Into Ordinal Numbers and Scale Values

      • Compensatory vs. Noncompensatory Choice Rules

      • Constraints on the Use of Compensatory Choice Rules





  • 4 Aids to Audience Decision Making

    • Aids to Perception

      • Legible Characters

      • High Contrast Between Type and Background

      • Eleven-Point Type Size for Documents, 24 for Slides

      • Lower-Case Letters

      • Legible Typeface

      • Ten to 12 Words per Line

      • Some Space Between Lines

      • Unjustifi ed Right Margins

      • Short, Familiar Words

      • Visible Speakers

      • Appropriate Prosody, Intonation, and Articulation

      • Easy-to-Discern Graphic Elements



    • Aids to Attention

      • Titles and Section Headings

      • Typographic Cues

      • Prominent Size and Placement

      • White Space

      • Personally Relevant Information

      • Concrete Words

      • Explicit Language

      • Spoken vs. Written Messages

      • The Linguistic Style of the Powerful

      • Expressive Nonverbal Behaviors

      • Relevant Images



    • Aids to Sentence-Level Comprehension

      • Short Words and Sentences

      • Simple Sentence Structure

      • Parallel Sentence Structure

      • Active Voice in Most Cases

      • Passive Voice in Some Cases

      • Sentences in the Affi rmative

      • Easy-to-Identify Referents x Detailed Contents

      • Repetition of Concepts Within Paragraphs

      • Fluent Speech

      • Congruent Nonverbal Behaviors

      • Pictorial Illustrations

      • Graphs



    • Aids to Schema Activation

      • Titles

      • Section Headings

      • Topic Sentences

      • An Introductory Decision Matrix

      • Initial Contextual Information

      • Genre Labels

      • Captions for Images



    • Aids to Information Acquisition

      • Task-Based Section Headings

      • Task-Based Formats

      • Task-Based Organization

      • Attribute-Based Organization for Decision Making

      • Decision Matrices

      • Aids to Group Information Acquisition and Critical Thinking



    • Aids to Information Integration

      • A Limited Number of Alternatives

      • A Slightly Larger Number of Attributes

      • The Complete Set of Slot Values for Each Alternative

      • Slot Values for Each Alternative in Numeric Form

      • Easy-to-Compare Slot Values

      • The Right Graph for the Comparison

      • The Elimination of Irrelevant and Inconsistent Information





  • Understanding Intuitive Decision Making PART II

  • 5 Heuristics and Biases in Audience Decision Making

    • Perception-Related Heuristics and Biases

      • The Perceptual Fluency Heuristic

      • Legibility Effects: The Intuitive Appeal of Easy-to-See Messages

      • Visibility Effects: The Intuitive Appeal of Easy-to-See Images

      • Audibility Effects: The Appeal of Easy-to-Hear Messages

      • Euphonious Sound Effects: The Appeal of Melodious Messages

      • Repetition Effects: The Appeal of the Familiar



    • Attention-Related Heuristics and Biases

      • The Vividness and Salience Heuristics

      • Vivid Language Effects: The Persuasive Impact of Concrete Words

      • Vivid Image Effects: The Persuasive Impact of Images Detailed Contents xi

      • Vivid Modality Effects: The Power of Speech, Video, and Live Performance

      • The Negativity Bias: The Impact of Negative Information

      • Outlier Effects: The Impact of Unusual Behaviors and Events

      • Explicit Language Effects: The Impact of Specifi city

      • Immediacy Effects: The Impact of Recent Trends and Events

      • Physical Salience Effects: The Persuasive Impact of Standing Out



    • Comprehension-Related Heuristics and Biases

      • The Representativeness and Causality Heuristics

      • Base-Rate Neglect: The Intuitive Appeal of Anecdotal Evidence

      • Sample-Size Insensitivity: The Intuitive Appeal of Examples

      • The Causality Bias: The Appeal of Narratives and Stories

      • Readability Effects: The Appeal of Simple Words and Sentences

      • Written Modality Effects: The Power of the Written Word



    • Schema Activation-Related Heuristics and Biases

      • The Schema Accessibility Heuristic

      • Framing Effects: The Power of Spin

      • Framing Effects: The Power of Analogy

      • The Self-Serving Bias: The Power of Roles

      • Priming Effects: The Power of Subtle Infl uences

      • Primacy Effects: The Power of Being First to Frame an Issue



    • Information Acquisition-Related Heuristics and Biases

      • The Anchoring and Availability Heuristics

      • Insuffi cient Adjustment: The Power of Easily Acquired Information

      • The Recall Bias: The Power of Easily Recalled Information

      • The Imagination Bias: The Power of Easily Imagined Information

      • Undue Optimism: The Appeal of Best Case Scenarios

      • The Confi rmation Bias: The Power of Previously Acquired Information

      • The Confi rmation Bias in Groups

      • The Common Knowledge Effect in Groups



    • Information Integration-Related Heuristics and Biases

      • Heuristic Choice Rules

      • Trade-Off Avoidance: The Impact of a Dominant Attribute

      • The Mere Quantity Effect: The Impact of a Seemingly Dominant Alternative

      • The Common Dimension Effect: The Impact of Direct Comparisons

      • The Asymmetric Dominance Effect: The Impact of a Third Option

      • The Limited Options Bias: The Appeal of Yes or No Choices

      • The First Good Option Bias: The Appeal of a Quick Fix

      • The Status Quo Bias: The Appeal of Past Decisions





  • 6 Person Perception in Audience Decision Making

    • The Impact of Person Perception on Decision Making

      • Person Perception and Voters’ Decisions

      • Person Perception and Recruiters’ Decisions

      • Person Perception and Job Applicants’ Decisions xii Detailed Contents

      • Person Perception and Financial Analysts’ Decisions

      • Person Perception and the Decisions of Speakers’ Audiences



    • Role Schemata of Expert Audiences

      • Decision Criteria in Role Schemata

      • Benchmarks in Role Schemata

      • Audience Expectations About Professionals Playing Their Roles



    • Types of Role Schemata

      • Occupation Schemata: How Audiences Evaluate Professionals

      • Leader Schemata: How Audiences Evaluate Leaders

      • Applicant Schemata: How Recruiters Evaluate Job Applicants

      • Speaker Schemata: How Audiences Evaluate Speakers



    • Cognitive Processes in Person Perception

      • Perception of Professionals’ Trait-Related Behaviors

      • Perception of Professionals’ Emotion-Related Behaviors

      • Attention to Professionals and Their Behaviors

      • Comprehension of Professionals’ Traits and Emotions

      • Activation of Role Schemata

      • Acquisition of Information About Behaviors, Traits, and Emotions

      • Integration of Information About Behaviors, Traits, and Emotions



    • Biases in Person Perception

      • The Attractiveness Bias: The Persuasive Appeal of Good Looks

      • The Status Bias: The Persuasive Appeal of High Status

      • The Confi dence Bias: The Persuasive Appeal of Confi dence

      • The Likeability Bias: The Persuasive Appeal of Friendliness

      • The Similarity Bias: The Persuasive Appeal of Similarity

      • The Salience Bias: The Persuasive Appeal of Standing Out

      • Cognitive Centrality: The Power of Knowing What Others Know





  • Understanding Emotional Decision Making PART III

  • 7 Emotions in Audience Decision Making

    • The Impact of Emotions on Decision Making

      • Emotional Decisions vs. Rational Decisions

      • The Positive Impact of Emotions on Decision Making

      • The Negative Impact of Emotions

      • The Impact of Emotional Defi cits



    • The Antecedents of Emotional Decision Making

      • Audience Goals and Values

      • Different Goals and Values, Different Emotions

      • The Link Between Decision Criteria and Goals and Values



    • Cognitive and Physiological Processes in Emotional Decision Making

      • Perception of Emotionally Signifi cant Stimuli

      • Attention to Emotionally Signifi cant Stimuli

      • Comprehension or “Appraisal” of Emotionally Signifi cant Stimuli Detailed Contents xiii

      • The Sequence of Emotional Appraisals

      • Physiological Responses to Emotional Appraisals

      • The Inhibition of Information Acquisition and Integration



    • Emotional Appeals and Intensifi ers

      • Emotional Appeals

      • Emotionally Charged Words and Images

      • Narratives and Metaphors as Emotional Intensifi ers

      • Believability as an Emotional Intensifi er

      • Temporal and Physical Proximity as Emotional Intensifi ers

      • Emotional Contagion



    • Biases in Emotional Decision Making

      • The Effects of Incidental Moods and Emotions on Audience Decisions

      • The Effects of Incidental Happiness

      • The Effects of Incidental Sadness

      • The Effects of Incidental Anger

      • The Effects of Incidental Fear





  • Conclusion

  • References

  • Figure Credits

  • Index

Free download pdf
Get our desktop app
Company
Features
Documentation
Resources
© ISSUHUB. 2024. All rights reserved.