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Understanding Responses to Social Issues Communication


Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description

This title argues that analyses including values embedded in attitudinal models can contribute to theory development and explain human behavior on social issues. Since values have been established to be a key determinant for the selection of the goals toward which human beings strive and regulate the manner in which striving takes place, it is useful to include them in attitudinal models typically used to explain a belief-behavior relationship. Simply put, having their values compromised, individuals holding opposing values may be reluctant to comply with the message con-tent. We chose as an illustration, the intent to recycle household waste. Given that the above reasons suggest that recycling intent includes fundamental factors in actual decision-making, it lends itself to an exploration of a values- attitude-behavioral intention chain. The analysis should be especially useful to professionals in social marketing fields, such as governmental or non-profit communication professionals.

Product Specifications
SKU :COC80879
AuthorOlaf Werder
Number of Pages108
Publishing Year2011-10-26T00:00:00.000
Edition1 st
Book TypeMedia studies
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-10-08 00:00:00