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...

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,...