3-D effects 164
5Cs credit model 78
abstract language 155, 268
accents 269, 277, 278, 284
acquisition plans 74, 78; expert’s comments on
76–7, 172
action tendencies 312–13, 318 , 324–5, 324 , 327,
328, 334
active voice sentences 160–1
advertising/advertisements 7, 16, 20, 23, 24, 25, 68, 69,
79, 83, 105, 113, 114, 118, 153, 154, 156, 157,
175, 178, 213, 214, 215, 216, 219, 224, 227, 228,
263, 283, 314, 315, 317, 326, 327, 330, 332; and
attractiveness bias 283; comparative 23, 178,
219; evoking of emotions 312, 314, 315, 317,
326, 327, 330–1, 330 , 332; explicit claims 219;
and framing 227, 228; and images 157, 213;
job 68, 69; Mitchell’s model of reading ads 105,
105 ; perception of spokespeople 263; political
campaign 330 , 331, 332, 336, 338; and recall 118,
156; and syntactic complexity 224; television 156,
263, 326; titles and section headings 153
affirmative sentences 161
agency, appraisal of 321
alternative-based search 125–6, 126 , 129, 174, 282
Ambady, Nalini 273
amygdala 108 , 208, 228, 271, 275, 323, 325
analogies 25, 228
Analytical Hierarchy Process 10
anchoring heuristic 16, 209, 210, 231
Anderson, John R. 20, 119
Anderson, Norman H. 282
anecdotal evidence: intuitive appeal of 221–3
anger: appeal to 326, 327, 328; effects of incidental
334, 337–8
annual reports 48, 49, 51–4, 229, 238; expert’s
comments on 53–4
anterior cingulate cortex (ACC) 108 , 212, 228,
323, 332
apologies 70
applicant schemata 268–9
appraisals, emotional see emotional appraisals
appraisal theory 320
arguments: automatically generated 10; defense/
prosecution 69, 215; and dual-mode persuasion
theory 211; effect of accents/dialects on
persuasiveness 284; effect of audibility on
persuasiveness of 213; effect of expressive
behaviors on persuasiveness of 156; effect
of modality on persuasiveness of 224; effect
of moods on persuasiveness of 336; effect of
quantity on persuasiveness of 237; effect of
syntax on persuasiveness of 224; effect of visibility
on persuasiveness of 213; effect of vivid
language on persuasiveness of 215; emotionally
framed 325; fallacious 327; policy 91, 180;
produced by experts 21; rational/logical 327,
331; retrieval of 233; and supporting stories 224
art experts 123
assessments of optimal capital structure and cost of
capital 88
asymmetric dominance effect 239
attention 103, 113–15; aids to 152–7; constraints on
auditory 113–14; constraints on visual 114–15;
stimulus-driven 113; task-driven 113, 122; to
behavior 277–9; to emotionally significant stimuli
319–20
attention-related heuristics and biases 215–21
attractiveness bias 283
attribute-based organization 174–5
attribute-based search 125–8, 126
audibility effects 213
audiences, studies of: art experts 123; auditors/
accountants 16, 127, 210, 223, 229, 232, 333;
bankers/lenders/loan officers 7, 27, 49, 78, 79,Index
Note: page numbers in italics indicate figures and tables.