A Reply to Schultz: We Do Still Need Audience Costs

This paper analyses key papers in audience cost literature and proposes a direction forward in audience cost literature by examining how an audience gets influenced and or how the audience's preferences are created. The paper posits that by looking at how audiences are influenced a leader's decision structure can be further clarified. The paper places an emphasis on how information and agenda-setting are crucial to developing a framework for the task of elucidating audience costs.