Richard Young
eBook, PDF

Persuasive Communication (eBook, PDF)

How Audiences Decide

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This updated and expanded edition of Persuasive Communication offers a comprehensive introduction to persuasion and real-world decision making. Drawing on empirical research from social psychology, neuroscience, business communication research, cognitive science, and behavioral economics, Young reveals the thought processes of many different audiences-from investors to CEOs-to help students better understand why audiences make the decisions they make and how to influence them.The book covers a broad range of communication techniques, richly illustrated with compelling examples, including resum...

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