heart of public relations work lies in influencing the public opinion process. Most PR programs are designed to: 1. Persuade people to change their opinion. 2. Crystallize uninformed opinions. 3. Reinforce existing opinions. (support positive existing opinions) The professional challenge…. To understand: What public opinion is How it evolves from people’s attitudes How it is influenced by communication What is public opinion? Experts have created dozens of definitions. Public relations pioneer
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& Cajdric‚ A. (2004). Prejudice from thin air: The effect of emotion on automatic intergroup attitudes. Psychological Science‚ 15‚ 319–324. doi: 10.1111/j.0956-7976.2004.00676.x Jennifer S. Feenstra/ Ashford University. (2011). Introduction to Social Psychcology. Retrieved from Jennifer S. Feenstra/ Ashford University‚ PSYCH301 website. Petty‚ R. E.‚ & Wegener‚ D. T. (1998). Attitude change: Multiple roles for persuasion variables. In D. T. Gilbert‚ S. T. Fiske‚ and G. Lindzey (Eds.). The
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Attitude: How one feels about something in general (I have a positive attitude towards basketball). Balance theory: the theory that people try to maintain balance among their beliefs‚ cognitions‚ and sentiments. Cognitive dissonance theory: the theory that inconsistencies between a person’s thoughts‚ sentiments‚ and actions create an aversive emotional state (dissonance) that leads to efforts to restore consistency. Effort justification: the tendency to reduce dissonance by finding reasons for
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1. Discuss the three components of an attitude. The three components of an attitude are cognitive‚ affective‚ and behavioral. a) The cognitive component is the opinion or belief segment of an attitude. b) The affective component is the emotional or feeling segment of an attitude. c) The behavioral component of an attitude refers to an intention to behave in a certain way toward someone or something. 2. What are the dimensions in Big Five Model of Personality? Extroversion - Sociable‚ outgoing
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A growing number of people are refusing to purchase their petrol from BP stations. One reason for this development can be the changing attitudes towards the company. In order to increase the consumption rates marketers have to figure out how this accident infected consumers attitude‚ how this is expressed in the consumer behaviour and how to change these attitudes towards BP. II. Literature Review In 1984 James E.Grunig and Todd Hunt proposed several theories to crisis management of large
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Peripheral route is used on people who are uninvolved and do not care to be informed about the details. Deciding which route to use on your audience depends on what kind of message you are trying to put across to them. If you are trying to change the audience’s attitude enough to sway them to be a believer‚ you should use the Central Route approach. But if your argument is weak you attract them through the Peripheral Cues‚ like using a picture of a beautiful girl to target a male audience. The Axe body
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popular and profitable subject. Concurrently‚ with the rise of mass media and the pervasiveness of propaganda used in both World Wars‚ the study and understanding of mass-mediated persuasive messages became critical to understanding political and social change. Today‚ the importance of understanding the power of persuasive messages is greater than ever. According to Kilbourne (1999)‚ “the average American is exposed to at least three thousand ads every day and will spend three years of his or her life watching
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paradigms b. Over methodologies and research findings c. Over grants and funding v. Persuasion in Arts 1. Artists seek to shape public opinion in and through their work. a. Picasso’s Guernica (1937) offers a moral indictment of war b. Movies can change attitudes‚ alter beliefs‚ increase awareness. 2. Uber influencers a. Mavens- try out new things first b. Connectors- spread the word about new things c. Salespeople- try to get you to come to the new place/sell you the new things 3. Farmville- popeyes>>
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disadvantages will be reflected upon. Once the message has been analyzed‚ through deep processing‚ people will usually create their own personal opinions on the topic. Because this type of persuasion makes people actively reflect on the message‚ changed attitudes will occur and persuasion will usually have a bigger impact (Petty & others‚ 1995). This type of persuasion is used in settings like election speeches and political debate. However‚ persuasion through this route will only be successful if the arguments
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peripheral route to persuasion is when the audience decides to agree with the argument due to factors outside of it‚ like the validity of the source or how attractive the person making the argument is. The peripheral route is more of a temporary attitude change if the argument is accepted‚ and focuses on things the audience may already think fondly of. An example
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