Itas a common knowledge that knowing your audience is the key to persuasive communication. But what does qknowing your audienceq really mean? Does it mean knowing your audienceas 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 professionalsaCEOs, medical doctors, magazine publishersafail to grasp how their audiences make decisions they also fail to persuade them.In Figure 1.1 the slot values for the car under considera- tion are 2007 Lexus RX350, Sport utility vehicle, 19, Very Good, ... McDermott, Simon, aamp; Simon 1980), algebra word problems (Hinsley, Hayes, aamp; Simon 1977), and medicine (Heller, anbsp;...
|Title||:||How Audiences Decide|
|Publisher||:||Taylor & Francis - 2011-06-23|