CONTENTS
Acknowledgements xiv
Introduction xv
PART I
Understanding Rational Decision Making 1
1 Audience Decision-Making Expertise 3
2 Types of Audience Decisions 46
3 Cognitive Processes in Audience Decision Making 102
4 Aids to Audience Decision Making 145
PART II
Understanding Intuitive Decision Making 205
5 Heuristics and Biases in Audience Decision Making 207
6 Person Perception in Audience Decision Making 261
PART III
Understanding Emotional Decision Making 309
7 Emotions in Audience Decision Making 311
Conclusion 357
References 359
Figure Credits 453
Index 455