Chapter 3 notes - Chapter 3 Public Relations Persuasion...

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Key words to know Theory: general statement, summarize understanding of how the world works Boundary spanner: link between the corporation and audience Attitude: our feeling towards something o Object oriented o Learned through experience o Inferred internal activity/internal reaction o Attitudes are formed, can be changed, can be reinforced (once an attitude is formed it’s hard to change) Components-belief, feeling, tendency to act Types of Influence Exposure: just showing you information not trying to change attitudes Persuasion: trying to convince others to change attitudes or actions through a message Compliance: psychological pressure; use of rewards or punishments for doing something Coercion: trying to get someone to do something through force What is persuasion? Symbolic process, usually conducted through language/symbols Attempt to influence-actually trying to change your mind People persuade themselves-you submit to listening and hearing
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This note was uploaded on 02/15/2011 for the course PUBLIC REL 3343 taught by Professor Daraquakenbush during the Spring '11 term at Texas State.

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Chapter 3 notes - Chapter 3 Public Relations Persuasion...

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