How Audiences Decide: A Cognitive Approach to Business Communication

by Richard Young

Taylor and Francis | June 23, 2011 | Kobo Edition (eBook)

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It's a common knowledge that knowing your audience is the key to persuasive communication.

But what does "knowing your audience" really mean? Does it mean knowing your audience's name, age, gender, and socio-economic status? This book shows that if you want  to be persuasive the most important thing you need to know about your audience is how your audience makes decisions. And it demonstrates with numerous examples and research findings that when experienced and otherwise highly-skilled professionals-CEOs, medical doctors, magazine publishers-fail to grasp how their audiences make decisions they also fail to persuade them.

Format: Kobo Edition (eBook)

Published: June 23, 2011

Publisher: Taylor and Francis

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 113691188X

ISBN - 13: 9781136911880

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How Audiences Decide: A Cognitive Approach to Business Communication

by Richard Young

Format: Kobo Edition (eBook)

Published: June 23, 2011

Publisher: Taylor and Francis

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 113691188X

ISBN - 13: 9781136911880

From the Publisher

It's a common knowledge that knowing your audience is the key to persuasive communication.

But what does "knowing your audience" really mean? Does it mean knowing your audience's name, age, gender, and socio-economic status? This book shows that if you want  to be persuasive the most important thing you need to know about your audience is how your audience makes decisions. And it demonstrates with numerous examples and research findings that when experienced and otherwise highly-skilled professionals-CEOs, medical doctors, magazine publishers-fail to grasp how their audiences make decisions they also fail to persuade them.

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