Unformatted text preview: - Who is listening/watching? Audience Factors- Audiences have:- Beliefs: “truths” held about something-- Primarily cognitive- Attitudes: Evaluation (good/bad) of something-- Mostly affective- Behaviors: actions, things people do- How to understand your audience?- Demographics (e.g., sex, race, income)- “Psychographics” (lifestyles, interests, needs) Attitude-Behavior Link- Do attitudes predict behavior?- Sometimes yes, sometimes no!- Complex relationship- Multiple attitudes often involved- Situational & individual factors important- General vs specific attitudes...
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- Fall '07
- Psychology, Comm, Public Communication, vs specific attitudes