Efnisyfirlit

• Cover Page
• Half Title Page
• Series
• Title Page
• Copyright Page
• Contents
• Detailed Contents
• Acknowledgements
• Introduction
• Part I Understanding Rational Decision Making
• 1 Audience Decision-Making Expertise
• Decision Criteria of Expert Audiences
• Decision Criteria: The Audience’s Mental Checklist of Questions
• The Number of Decision Criteria in Audience Decisions
• Metrics and Tests That Operationalize Decision Criteria
• The Similarity of Decision Criteria Among Audience Members
• Audience Expectations Based on Decision Criteria
• Techniques for Discovering and Using Audience Decision Criteria
• Benchmarks of Expert Audiences
• Benchmarks: The Comparative Information Audiences Require
• Audience Expectations About Benchmark Information
• Audience-Provided Benchmarks
• Decision Schemata of Expert Audiences
• Decision Schemata: The Audience’s Decision-Making Framework
• Decision Schemata as Guides to the Decision-Making Process
• Limitations of Decision Schemata
• The Shared Decision Schemata of Groups
• Decision Schemata of Novice Audiences
• Novices’ Less Well-Developed Decision Schemata
• Consequences of Less Well-Developed Decision Schemata
• The Development of Expert-Like Decision Schemata
• The Development of Shared Decision Schemata in Groups
• Expert Audiences vs. Linear Models and Normative Rules
• Linear Models: The Gold Standard of Rational Decision Making
• The Causes of Individual Experts’ Normally Inferior Performance
• The Causes of Groups of Experts’ Normally Inferior Performance
• The Importance of Expert Audiences Despite Their Limitations
• 2 Types of Audience Decisions
• Audience Decisions About Principal/Agent Relationships
• Oversight Decisions: Responses to Requests for Permission
• Compliance Decisions: Responses to Demands
• Staffing Decisions: Responses to Applications
• Employment Decisions: Responses to Recruiting Efforts
• Exonerative Decisions: Responses to Requests for Pardon
• Rallying Decisions: Responses to Attempts to Inspire and Lead
• Audience Decisions About Financial Resources
• Investment Decisions: Responses to Requests for Investment
• Lending Decisions: Responses to Requests for Loans
• Usage Decisions: Responses to Requests to Try Out
• Sourcing Decisions: Responses to Offers From Vendors
• Budgetary Decisions: Responses to Requests for Resources
• Borrowing Decisions: Responses to Offers of Loans
• Audience Decisions About Organizational Policies
• The Influence of Group Affiliations on Policy Decisions
• The Influence of External Groups on Policy Decisions
• Organizational Decision Criteria for Policy Decisions
• 3 Cognitive Processes in Audience Decision Making
• Perception
• Readers’ Perception of Text
• Listeners’ Perception of Speech
• Viewers’ Perception of Images and Graphs
• Attention
• Stimulus-Driven Attention
• Constraints on Auditory Attention
• Constraints on Visual Attention
• Sentence-Level Comprehension
• The Sentence Comprehension Process
• Readers’ Comprehension
• Listeners’ Comprehension
• Viewers’ Comprehension
• Schema Activation
• Schema Activation in Decision Making and Discourse Comprehension
• The Schema Activation Process
• Consequences of Faulty Schema Activation
• Information Acquisition
• The Process of Filling Schema Slots
• Targeted vs. General Search
• Attribute-Based vs. Alternative-Based Search
• The Audience’s Preference for Attribute-Based Search
• Constraints on the Search Process
• Information Integration
• The Conversion of Cardinal Numbers Into Ordinal Numbers and Scale Values
• Compensatory vs. Noncompensatory Choice Rules
• Constraints on the Use of Compensatory Choice Rules
• 4 Aids to Audience Decision Making
• Aids to Perception
• Legible Characters
• High Contrast Between Type and Background
• Eleven-Point Type Size for Documents, 24 for Slides
• Lower-Case Letters
• Legible Typeface
• Ten to 12 Words per Line
• Some Space Between Lines
• Unjustified Right Margins
• Short, Familiar Words
• Visible Speakers
• Appropriate Prosody, Intonation, and Articulation
• Easy-to-Discern Graphic Elements
• Aids to Attention
• Titles and Section Headings
• Typographic Cues
• Prominent Size and Placement
• White Space
• Personally Relevant Information
• Concrete Words
• Explicit Language
• Spoken vs. Written Messages
• The Linguistic Style of the Powerful
• Expressive Nonverbal Behaviors
• Relevant Images
• Aids to Sentence-Level Comprehension
• Short Words and Sentences
• Simple Sentence Structure
• Parallel Sentence Structure
• Active Voice in Most Cases
• Passive Voice in Some Cases
• Sentences in the Affirmative
• Easy-to-Identify Referents
• Repetition of Concepts Within Paragraphs
• Fluent Speech
• Congruent Nonverbal Behaviors
• Pictorial Illustrations
• Graphs
• Aids to Schema Activation
• Titles
• Section Headings
• Topic Sentences
• An Introductory Decision Matrix
• Initial Contextual Information
• Genre Labels
• Captions for Images
• Aids to Information Acquisition
• Task-Based Section Headings
• Task-Based Formats
• Task-Based Organization
• Attribute-Based Organization for Decision Making
• Decision Matrices
• Aids to Group Information Acquisition and Critical Thinking
• Aids to Information Integration
• A Limited Number of Alternatives
• A Slightly Larger Number of Attributes
• The Complete Set of Slot Values for Each Alternative
• Slot Values for Each Alternative in Numeric Form
• Easy-to-Compare Slot Values
• The Right Graph for the Comparison
• The Elimination of Irrelevant and Inconsistent Information
• Part II Understanding Intuitive Decision Making
• 5 Heuristics and Biases in Audience Decision Making
• Perception-Related Heuristics and Biases
• The Perceptual Fluency Heuristic
• Legibility Effects: The Intuitive Appeal of Easy-to-See Messages
• Visibility Effects: The Intuitive Appeal of Easy-to-See Images
• Audibility Effects: The Appeal of Easy-to-Hear Messages
• Euphonious Sound Effects: The Appeal of Melodious Messages
• Repetition Effects: The Appeal of the Familiar
• Attention-Related Heuristics and Biases
• The Vividness and Salience Heuristics
• Vivid Language Effects: The Persuasive Impact of Concrete Words
• Vivid Image Effects: The Persuasive Impact of Images
• Vivid Modality Effects: The Power of Speech, Video, and Live Performance
• The Negativity Bias: The Impact of Negative Information
• Outlier Effects: The Impact of Unusual Behaviors and Events
• Explicit Language Effects: The Impact of Specificity
• Immediacy Effects: The Impact of Recent Trends and Events
• Physical Salience Effects: The Persuasive Impact of Standing Out
• Comprehension-Related Heuristics and Biases
• The Representativeness and Causality Heuristics
• Base-Rate Neglect: The Intuitive Appeal of Anecdotal Evidence
• Sample-Size Insensitivity: The Intuitive Appeal of Examples
• The Causality Bias: The Appeal of Narratives and Stories
• Readability Effects: The Appeal of Simple Words and Sentences
• Written Modality Effects: The Power of the Written Word
• Schema Activation-Related Heuristics and Biases
• The Schema Accessibility Heuristic
• Framing Effects: The Power of Spin
• Framing Effects: The Power of Analogy
• The Self-Serving Bias: The Power of Roles
• Priming Effects: The Power of Subtle Influences
• Primacy Effects: The Power of Being First to Frame an Issue
• Information Acquisition–Related Heuristics and Biases
• The Anchoring and Availability Heuristics
• Insufficient Adjustment: The Power of Easily Acquired Information
• The Recall Bias: The Power of Easily Recalled Information
• The Imagination Bias: The Power of Easily Imagined Information
• Undue Optimism: The Appeal of Best Case Scenarios
• The Confirmation Bias: The Power of Previously Acquired Information
• The Confirmation Bias in Groups
• The Common Knowledge Effect in Groups
• Information Integration–Related Heuristics and Biases
• Heuristic Choice Rules
• Trade-Off Avoidance: The Impact of a Dominant Attribute
• The Mere Quantity Effect: The Impact of a Seemingly Dominant Alternative
• The Common Dimension Effect: The Impact of Direct Comparisons
• The Asymmetric Dominance Effect: The Impact of a Third Option
• The Limited Options Bias: The Appeal of Yes or No Choices
• The First Good Option Bias: The Appeal of a Quick Fix
• The Status Quo Bias: The Appeal of Past Decisions
• 6 Person Perception in Audience Decision Making
• The Impact of Person Perception on Decision Making
• Person Perception and Voters’ Decisions
• Person Perception and Recruiters’ Decisions
• Person Perception and Job Applicants’ Decisions
• Person Perception and Financial Analysts’ Decisions
• Person Perception and the Decisions of Speakers’ Audiences
• Role Schemata of Expert Audiences
• Decision Criteria in Role Schemata
• Benchmarks in Role Schemata
• Audience Expectations About Professionals Playing Their Roles
• Types of Role Schemata
• Occupation Schemata: How Audiences Evaluate Professionals
• Leader Schemata: How Audiences Evaluate Leaders
• Applicant Schemata: How Recruiters Evaluate Job Applicants
• Speaker Schemata: How Audiences Evaluate Speakers
• Cognitive Processes in Person Perception
• Perception of Professionals’ Trait-Related Behaviors
• Perception of Professionals’ Emotion-Related Behaviors
• Attention to Professionals and Their Behaviors
• Comprehension of Professionals’ Traits and Emotions
• Activation of Role Schemata
• Acquisition of Information About Behaviors, Traits, and Emotions
• Integration of Information About Behaviors, Traits, and Emotions
• Biases in Person Perception
• The Attractiveness Bias: The Persuasive Appeal of Good Looks
• The Status Bias: The Persuasive Appeal of High Status
• The Confidence Bias: The Persuasive Appeal of Confidence
• The Likeability Bias: The Persuasive Appeal of Friendliness
• The Similarity Bias: The Persuasive Appeal of Similarity
• The Salience Bias: The Persuasive Appeal of Standing Out
• Cognitive Centrality: The Power of Knowing What Others Know
• Part III Understanding Emotional Decision Making
• 7 Emotions in Audience Decision Making
• The Impact of Emotions on Decision Making
• Emotional Decisions vs. Rational Decisions
• The Positive Impact of Emotions on Decision Making
• The Negative Impact of Emotions
• The Impact of Emotional Deficits
• The Antecedents of Emotional Decision Making
• Audience Goals and Values
• Different Goals and Values, Different Emotions
• The Link Between Decision Criteria and Goals and Values
• Cognitive and Physiological Processes in Emotional Decision Making
• Perception of Emotionally Significant Stimuli
• Attention to Emotionally Significant Stimuli
• Comprehension or “Appraisal” of Emotionally Significant Stimuli
• The Sequence of Emotional Appraisals
• Physiological Responses to Emotional Appraisals
• The Inhibition of Information Acquisition and Integration
• Emotional Appeals and Intensifiers
• Emotional Appeals
• Emotionally Charged Words and Images
• Narratives and Metaphors as Emotional Intensifiers
• Believability as an Emotional Intensifier
• Temporal and Physical Proximity as Emotional Intensifiers
• Emotional Contagion
• Biases in Emotional Decision Making
• The Effects of Incidental Moods and Emotions on Audience Decisions
• The Effects of Incidental Happiness
• The Effects of Incidental Sadness
• The Effects of Incidental Anger
• The Effects of Incidental Fear
• Conclusion
• References
• Figure Credits
• Index