462 Index
physical appearance, and evaluation of leaders 266–7
physical proximity, as emotional intensifier 332
physical salience effects 220–1
physiological responses, to emotional appraisals
323–5
pictorial illustrations: as aid to sentence comprehension
163; see also images
pie charts 180
pitch of voice 151, 156, 267, 268, 275, 276, 277
pity, appeal to 326–7
plans, documents labeled as 48
plant operators 159
pluralistic ignorance 210
Plutchik, Robert 324
polarization 211
police detectives 234
policy arguments 91, 180, 237; examples of
217–18, 311
policy decisions 47, 48, 87, 91–4, 92
policy statements 58
polite/impolite messages 335
political campaign ads 330 , 331, 332, 336, 338
political scientists 234
politicians/cabinet members/policy makers 91, 92 ,
228, 229, 326
positive information, power of 234
powerful speaking style 156, 268, 284, 285
powerless speaking style 156, 268, 284, 285
precuneus 108 , 280, 332
previously acquired information, power of 234–5
pride, appeal to 326, 327, 328, 329
primacy effects 231
priming effects 230–1
principal/agent relationships, decision types
concerning 49–74
processing fluency 211, 220
product catalogs 83
product packages 79
progress reports 51; see also quarterly reports
project proposals 61; expert’s comments on 63
promissory notes 58; example of 146–7
pronouns 161–2
prosody 117, 152, 276
prospectuses 74
pupil size (eye), and emotionally significant stimuli
319, 333
purchase proposals 85; experts’ comments on 86
purchasing agents/retail buyers/sourcing managers
8, 10, 80, 83, 130, 220, 265
quarterly reports: example of 278–9; expert’s
comments on 278–9
rallying decisions 49, 50, 72–4
rate hike notices 69
rational mode, comparison with intuitive mode
208–9, 208
readability effects 224
readability formulas 158–9, 158
reading, and schema activation process 120–1
real estate professionals 6, 232
reason, appeal to 327, 328; and emotions 313–14, 315
recall bias 233
recent events/trends, impact of 220
recruiters/employers/personnel managers/HR
directors/admissions officers 9, 10, 18, 24, 28, 61,
62, 63, 66–7, 69, 179, 224, 234, 235, 262, 264,
265, 267, 268, 269, 273, 280, 281, 282, 283, 285,
286, 338; see also job applicants
recruiting literature, presentations, and websites 68,
216, 263
referential representation 115, 116, 161, 162
regional dialects 284, 285
renters/apartment seekers 10, 18, 125
repetition effects 214
Repin, Ilya 123
representativeness heuristic 221
reprimands 58, 312; story of 277
responses to customer complaints 69
responses to requests for proposals (RFPs) 61
résumés 54, 142, 143 ; 61, 62, 64, 159, 159 , 234;
examples of 66–8; expert’s comments on 66–7;
profiles 179
rhyming form 214
role ambiguity 265
roles, bias caused by 229
role schemata: activation of 280; benchmarks
in 264–5; decision criteria in 264; of expert
audiences 263–5; influence of, on information
acquisition 280–1; types of 265–70
Rosenthal, Robert 273saccades 109
sadness: appeal to 326, 328, 329; effects of incidental
336–7
salary requests 84; example of 87–8; expert’s comments
on 87–8
sales presentations/calls/pitches 9, 10, 26, 47, 79;
story of 3–4
salience 220–1, 277; bias 286; heuristic 215
sample-size insensitivity 223
Sans Serif typeface 149, 150
schema accessibility heuristic 225
schema activation 103, 105, 119–22; aids to 164–9;
and confabulation 119; consequences of faulty
121–2; and decision-making process 119–20; and
information processing 119; process of 120–1;
and text-level comprehension 119–20
schema activation-related heuristics and biases
225–31
schema slots/slot values 19, 20, 119, 120, 122, 123,
128, 129, 231, 233, 234, 235, 236, 281
schemata: definition of 19; effect of sleep on 25;
effect on interest 122; see also decision schemata;
genre schemata; role schemata; shared decision
schemata
school principals and administrators 8, 61
scripts 19, 119, 122