458 Index
debates 234; examples of 217–18, 311, 331; framing
of 226, 227, 228; stories of 262, 311–12
de-biasing techniques 335
decision criteria: audience expectations based
on 9–10; and expert audiences 5–16, 27; link
between goals and values and 317; mental
checklist of questions 5–6; and novice audiences
23; number of 6–7; and policy decisions 93–4; in
role schemata 264; similarity of 8; techniques for
discovering and using 10–11
decision matrix 19, 19 , 21 , 126 , 128, 175, 176;
introductory 165
decision schemata 19–27, 47; benefits 20–1; definition
19–20; of expert audiences 19–22; as guides to the
decision-making process 20–1; limitations 21–2; of
novice audiences 23–6; shared by groups 22, 26–7,
176, 286–7
decision types 46–94; caveats regarding 49; financial
resources (see financial resources); implication for
communicators 94; principal/agent relationships
(see principal/agent relationships)
Degrees of Reading Power (DRP) readability
formula 158
delivery of speeches see speakers
denials 270
Devil’s Advocate Approach 176
Dialectical Inquiry 176
dialects 269; regional 284, 285
dilution effect 180, 181
directives 47, 58; examples of 59–60; expert’s
comments on 59–60
direct mail letters 79–80; examples of 81–2
discounting the future 220
disfluency 212, 214
dissent, contrived 176
documents see business documents
“domino theory” analogy 228
donors 230, 283, 285, 333
dorsolateral prefrontal cortex (dlPFC) 108 , 119, 129
downsizing notices 70–1; example of 71–2; expert’s
comments on 71–2
dress 220, 267, 269, 271, 273, 277, 284, 285
dual-mode heuristic cues 211
dual-mode persuasion theory 211
Dutch cabinet ministers 91, 92
easy-to-hear messages 213
easy-to-see images 213
easy-to-see messages 212–13
e-commerce websites 83
Eisenhower, Dwight D., D-Day Order 327–8, 329
elegies 72; example of 328
elimination-by-aspects rule 130, 236
email 47, 148, 312
emotional appeals 326–9, 320, 331, 333
emotional appraisals 320–5, 320, 324; inhibition
of information acquisition and integration 325;
physiological responses to 323–5, 324 ; sequence
of 321–3, 322 , 323
emotional contagion 332–4
emotionally significant words and images 318–19,
329–31
emotional reappraisals 325
emotions/emotional decision-making 311–38;
antecedents of 316–17; attention to 319–20;
believability and eliciting of 332; biases in 334–8;
cognitive and physiological processes 317–25,
318 ; comprehension/appraisal of (see emotional
appraisals); definition 312; development of
312; effect of incidental anger 337–8; effect of
incidental fear 338; effect of incidental happiness
335–6; effect of incidental sadness 336–7; and
facial expressions 274, 275, 274 , 276, 277, 312,
313, 318, 322, 323 , 333; goals and values 316–17,
316 ; impact of on decision making 313–16;
impact of deficits in 315–16; intensification of,
by narratives and metaphors 331; intensification
of, by temporal and physical proximity 332;
negative impact of 315; and novice audiences
24; perception of 274–7, 274 , 318–19; physical
impact of on body 312–13; positive impact
of 314; primary functions of 313; and reason
313–14, 315
employees 4, 69, 70–1, 148, 153, 156, 176, 219, 239,
265, 266, 278–9, 335
employment decisions 50, 68–9
Epictetus 316
equal-weight additive model 27
equal weight rule 129, 236
Erickson, Bonnie 156
Etzioni, Amitai 313
euphonious sound effects 214
examples, intuitive appeal of 223
exonerative decisions 50, 69–72, 236
exonerative speeches, example of 327–8
expectations, audience, and decision
criteria 9–10
expert audiences 3–30; benchmarks of 15–19;
decision criteria of 5–15, 27; decision schemata
of 21–4, 19–22; development of 5; deviation
from normative decision-making process 27–8;
differences between novice audiences and 23–4;
implications for communicators 30; importance
of 29–30; and linear models 27, 28, 29; role
schemata of 263–5; and targeted search of
images 123
expressive nonverbal behaviors 156–7
eye contact 156, 262, 263, 267, 268, 269, 271,
273, 285
eye fixations 277; and attribute-based searches 127;
and emotionally significant written words 319;
and graphs 111, 112, 112 ; and image viewing
111, 111 ; and information acquisition 122, 123,
124 ; perception of emotion-related behaviors
274–5; text reading 109, 110
eye movements 109, 123, 127, 163, 175, 334
explicit language 155facial expressions: and applicant schemata 269; and
emotional contagion 332–4; and leader schemata