|Attitude||An attitude is a learned disposition to respond in a consistently favorable or unfavorable manner with respect to a person, an object, an idea, or an event.|
|Audience Analysis||A speaker analyzes an audience for demographics, dispositions and knowledge of the topic.|
|Beliefs||Beliefs are principles and are more durable than attitudes because beliefs are hinged to ideals and not issues.|
|Cognitive Dissonance||The psychological discomfort felt when a person is presented with two competing ideas or pieces of evidence.|
|Demographics||Demographics are the most recent statistical characteristics of a population.|
|Demographic Characteristics||Demographic characteristics are facts about the make-up of a population.|
|Demography||Demographics are literally a classification of the characteristics of the people.|
|Inference||Making an inference is the act or process of deriving logical conclusions from premises known or assumed to be true.|
|Ordered category||An ordered category is a condition of logical or comprehensible arrangement among the separate elements of a group.|
|Paradigm||A paradigm is a pattern that describes distinct concepts or thoughts in any scientific discipline or other epistemological context.|
|Psychological Description||A psychological description is a description of the audience’s attitudes, beliefs, and values.|
|Quantitative Analysis||A quantitative analysis is the process of determining the value of a variable by examining its numerical, measurable characteristics.|
|Statistics||Statistics is the study of the collection, organization, analysis, and interpretation of data.|
|Unacquainted-Audience Presentation||An unacquainted-audience presentation is a speech when you are completely unaware of your audience’s characteristics.|
|Uniqueness||Uniqueness occurs when a topic rises to the level of being exceptional in interest and knowledge to a given audience.|
|Variable||A variable is a characteristic of a unit being observed that may assume more than one of a set of values to which a numerical measure or a category from a classification can be assigned.|
|Value||A value is a guiding belief that regulates our attitudes.|
|Value Hierarchy||A value hierarchy is a person’s value structure placed in relationship to a given value set.|
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p. 1 Audience at RZA book reading http://commons.wikimedia.org/wiki/File:RZA_Audience_Shankbone_2009_Tao_of_Wu.jpg By David Shankbone
p. 3 Mobile HCI 2008 Audience http://commons.wikimedia.org/wiki/File:MobileHCI_ 2008_Audience.jpg By Nhenze
p. 6 Speakers at Wiki Conference 2011 http://commons.wikimedia.org/wiki/File:Wiki_Confe rence_2011.JPG By Sucheta Ghoshal
p. 9 Audience enjoys Stallman’s jokes http://upload.wikimedia.org/wikipedia/commons/6/63/Audience_enjoy_Stallman%27s_jokes By Damian Buonamico
p. 9 Side shot audience http://www.flickr.com/photos/us_embassy_newzealan d/4747176345/ By U.S. Embassy New Zealand