STC 101 Chapter 2: PR Chapter 2 Vocab
24 Feb 2017
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Document Summary
Persuasion: disseminating information to appeal for a change in attitudes, opinions, and/or behavior. Public opinion: what most people in a particular public express ab out an issue that affects them. Attitudes: collections of beliefs organized around an issue or event that predispose behavior. Beliefs: inferences we make about ourselves and the world around us. Values: core beliefs or beliefs central to an individual"s cognitive system. Triggering event: an event that transforms readiness to act into actual behavior. Frame of reference: the collective influence of experiences, knowledge, culture, and environment that forms out perpetual screen. Selective perception: the subconscious function of selecting from the millions of daily stimuli only those messages one chooses to perceive. Selective retention: the function of selecting from the stimuli perceived only those messages one chooses to retain. Opinion leader: a trusted individual to whom one turns for advice because of his/her greater knowledge or experience regarding the issue at hand.
