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The book as a whole draws on a vast research literature and summarizes relevant theoriesand findings from the fields of social cognition, consumer behavior, decision science,behavioral finance, affective science, cognitive science, and neuroscience. It delves into thehearts and minds of a breath-taking array of audiences: from Wall Street analysts toviewers of the evening news, from army officers to hospital patients, from venturecapitalists to grocery shoppers, from CEOs to college admissions officers, from job recruitersto mock jurors. It surveys a broad range of communication techniques'”including thoseconcerning speaking, writing, content, style, typography, nonverbal behaviors, charts,images, rational arguments, and emotional appeals'”and examines the empirical evidencesupporting each of them.