Transcript CHAPTER 3 Copyright © 2001, Prentice Hall, Inc.

CHAPTER 3
Copyright © 2001, Prentice Hall, Inc.
Let’s Discuss
Public Opinion
~ Elusive
~ Fragile
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Public Opinion
Let’s Discuss
VERSUS
and the winner is….
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Let’s Discuss
Public Opinion
a group of people who
share a common interest
the expression of attitude
on a particular subject
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Let’s Discuss
Public Opinion
SUS CON
CONSENSUS
CONSENSUS!
SEN
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What are ATTITUDES based on?
Religious
Cultural
Race
Familial
Educational
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Personal
Social Class
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ARE
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QUICK QUIZ
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Maslow’s Hierarchy of Needs
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QUICK QUIZ
Maslow’s Hierarchy of Needs
Satisfied Needs
Unsatisfied Needs
Self-Actualizaton
Self-Actualizaton
Self-Esteem
Self-Esteem
Social
Social
Safety
Safety
Physiological
Physiological
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How To:
Change Someone’s Attitude
 Go to the public instead of
asking the public come to you
 Don’t assume that attitude
change is necessary for
behavior change
 Use moral arguments wisely
 Embrace the mainstream
 Don’t offend the people you
seek to change
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QUICK QUIZ
What persuades people?
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QUICK QUIZ
What persuades people?
Appealing to
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“YU”
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QUICK QUIZ:
How many of the
can you name?
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Traps of Public Opinion
Cast in Stone
go on...
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Traps of Public Opinion
Gut Reaction
go on...
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Traps of Public Opinion
General Public
go on...
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Traps of Public Opinion
Words Move
Mountains
go on...
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Traps of Public Opinion
Brother’s
Keeper
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