464 Index
think-aloud technique 11
think-aloud protocols, examples of 11–15, 53–4,
59–60, 63 , 66–7, 71, 76–7, 86 , 87–8, 125, 167,
172 , 181 , 278–9
thin slices 273, 274
third option, impact of a 239
titles 152–3, 164, 178
topic-based organization 172–3
topic sentences 121, 165
trade-offs 129, 130, 174, 179, 236, 237, 239, 317,
325; avoidance of 237
traders 315, 334
training manuals 79, 123, 171
Tversky, Amos 221
type/typeface 149–50, 153, 278–80; boldface 153;
contrast between background and 149; effect of,
on emotions 150; italic 149, 153; legible 149–50;
Serif versus Sans Serif 150; size of 149
undue optimism 210, 234
unexpectedness, appraisal of 321
unjustified right margins 151
unusual behaviors and events, impact of 219, 217,
278, 320
usage decisions 74, 79–82
valence, appraisal of 321
values, audience’s 316–17, 316
venture capitalists/angel investors/private equity
partners 6, 8, 75, 76–7, 130, 172 , 215, 216
verbal cues 121, 268, 269, 270, 271, 276, 277
verbs, high-imagery 155
video, persuasive impact of 216, 220, 224
visibility effects 213
vision statements 72
visual attention, constraints on 114–15
vividness effects 215–16, 218
vividness heuristic 215
ventromedial prefrontal cortex (vmPFC) 108 , 119,
125, 128, 129, 208, 271, 332
visual cortex 108 , 111
visual word form area 108
vocal cues 267, 269, 270, 273, 274, 275, 276
vocal pitch 151, 267, 268, 275, 276, 277
vocal variety 156
voice tone 117, 156, 273, 274, 276, 285, 323, 333
voters/citizens/society/the public 5, 21, 69, 221,
225, 226, 230, 233, 234, 240, 262, 266, 267,
270, 280, 281, 283, 285, 312, 313, 316, 317,
325, 326, 327, 331, 333, 335, 336, 337, 338; and
attractiveness bias 283; and confirmation bias
234–5, 338; and emotions 313, 317, 325, 331,
333, 336, 337, 338; and framing 225, 226; impact
of personal perception on decisions of 262; and
priming 230; and recall 233; schemata of 21, 266Walton, Douglas 327
warnings/warning labels 58, 106, 153, 154, 155,
156, 157, 163, 169, 216, 280, 326, 329
weapon-focus effect 320
website design 230
weighted additive rule 129, 236, 282
weighted/unweighted averaging rules 180, 282
Wernicke’s area 108, 108
Westen, Drew 226, 312
white space 154
word encoding 107
word recognition 106, 151, 152
words: emotionally charged 329–30; per line 150;
perception of emotional 318; readers’ fixations on
109, 110
writing: attention to 114; comprehension of 116–17,
119–20, 158–61; and emotions 277, 312, 319,
331; modality effects of 224; organization of
171; perception of 107–9, 110 ; and person
perception 271; and pictures 163; search of 123,
127; style of 155, 215; versus spoken messages
156; see also text
written modality effects 224Yarbus, Alfred 123
yes or no choices, appeal of 239–40