Index 457323, 332; orbital prefrontal cortex 108 , 228;
parahippocampal place area 111; perisylvian
region 108 , 116; precuneus 108 , 280, 332;
striatum 108 , 271; ventromedial prefrontal cortex
(vmPFC) 108 , 119, 125, 128, 129, 208, 271, 332;
visual cortex 108 , 111; visual word form area 108;
Wernicke’s area 108, 108
brainstorming 176
brand loyalty 240
Bransford, John 121
Broca’s area 108, 108 , 110, 115, 116
budgetary decisions 74, 84–8, 86
budget proposals 84
Bush, George W., presidential debate 311, 312
business documents: examples of 11–15, 59–60, 64–6,
66–8, 71–2, 81–2, 87–8, 146–7, 167–8, 278–9
business leaders/executives/top management/senior
managers/owners 5, 6, 10, 20, 21, 22, 61, 83,
86–8, 92, 127, 166–7, 172, 177, 263, 267, 333
business plans 6, 8, 9, 10, 48, 74, 75, 78, 130, 215;
example of executive summary of 11–15; expert’s
comments on 11–15, 116, 117, 172, 181
business slide presentations: examples of 55–7, 217–18
capital letters 149, 150
capital projects proposals 84
captions: as schema activation aid 169, 169
cardinal numbers: conversion of into scale
values 129
Carpenter, Patricia 115
causality bias 223–4
causality heuristic 221
CEOs 83, 85, 86 ; e-mail 277
certainty, appraisal of 321
CFOs/financial directors 6, 8, 75, 83, 89
chairman’s/CEO’s letter to shareholders, emotional
words in 330
change-of-standard effect 264–5
charisma 72, 266, 267, 268, 286, 312, 331
charts see graphs/charts
Chi, Michelene 119
choice rules 28, 128, 129–31, 177, 179, 236,
237, 282; compensatory 28, 128, 129–31, 180,
236, 282; configural 208 , 236; constraints on
compensatory 130–1; elimination-by-aspects rule
130, 236; equal weight rule 129, 236; heuristic
236–7; lexicographic rule 130, 236; majority-
of-confirming-dimensions rule 130, 282;
noncompensatory 28, 128, 129–31, 179, 236, 237,
282, 325; weighted additive rule 129, 236, 282;
weighted/unweighted averaging rules 180, 282
CIOs/MIS directors 62, 63 , 8 4
Citibank loan agreement form 145, 146, 147, 262
clauses in parallel 159–60, 159
clients 9, 26, 269, 284
clothing see dress
coarticulation 110
cognitive centrality, and groups 286–7
cognitive processes 102–7, 104, 105 , 106 ; i n
emotional decision making 317–25, 318 ;
implications for communicators 131; Mitchell’s
model of reading advertisements 105, 105 ;
model 103, 104 ; in person perception 270–83,
272 ; see also attention; information acquisition;
information integration; perception; schema
activation; sentence-level comprehension
color coding 152, 153
color images 157
commercials see advertising/advertisements
common dimension effect 238–9
common knowledge effect, in groups 235–6
comparative ads 23, 178, 219
comparisons 15–16; impact of direct 238–9; see also
benchmarks
compensatory 28, 128, 129–31, 180, 236, 282
compliance decisions 50, 58–60
comprehension: of emotionally significant stimuli
320–1, 320 ; of traits and emotions 279–80;
see also emotional appraisals; sentence-level
comprehension
comprehension-related heuristics and biases 221–4
computer users 157
concrete language 151, 155, 160, 161, 208, 208 ,
215, 268
confidence bias 284–5
confirmation bias 234–5; in groups 235
conflict resolution 92, 93
conjunctive fallacy 210
consumers/customers/shoppers 7, 8, 16, 18, 20, 21 ,
23, 24, 25, 26, 80, 83, 105, 106, 113, 118, 127,
128, 129, 131, 148, 153, 154, 157, 163, 164, 171,
174, 175, 176, 178, 179, 181, 213, 214, 216, 219,
224, 225, 227, 228, 230, 232, 233, 236, 237, 239,
261, 263, 283, 284, 285, 313, 314, 315, 317, 326,
333, 336
Consumer Reports, decision matrices 25–6, 28
content/verbal content or information:
audience requirements concerning 4, 47;
and information-processing approach 105–7;
irrelevant 180–1; and modality effects 224;
organization of 171–5; personally relevant
154–5; and schema activation 24–5; versus
content 27, 67, 108, 110, 138, 172; 10, 24, 25,
73, 116, 118, 153, 157, 208, 216, 263, 267, 278;
and vivid images 157
contextual information: sequencing of 165–6
contrived dissent 176
corporate culture 22
cover letters 61, 62; examples of 64–6; expert’s
comments on 63
credit card offers 88
crisis press releases 69
critical thinking: aids to in groups 176–7; see also
think-aloud protocols
cross-cultural studies 266, 273, 274, 276, 317, 321
cyber security analysts 20“Daisy” ad 330–1, 330
Dale-Chall readability formula 158, 158
Damasio, Antonio 315