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The Albarracín model, [7] which is a stage model developed in 2002, builds off both McGuire's work and the Yale attitude change approach in regards to the sequence of message processing stages. The study found that message processing may occasionally bypass early stages and takes a step towards addressing the role of processing stages on ...
The first national ratings service, CAB was supported by subscription and was at first available only to advertisers. [ 2 ] [ 3 ] Crossley's method of data collection essentially consisted of calling random households in selected cities and asking the respondent to recall what radio programs had been listened to at an earlier point: the ...
These leaders tend to influence others to change their attitudes and behaviors. The two-step theory refined the ability to predict how media messages influence audience behavior and explains why certain media campaigns do not alter audiences' attitudes. This hypothesis provided a basis for the two-step flow theory of mass communication. [9]
Cognitive-affective theorists argue that behavior is not the result of some global personality trait; instead, it arises from individuals' perceptions of themselves in a particular situation. However, inconsistencies in behavior are not due solely to the situation; inconsistent behaviors reflect stable patterns of variation within the person.
James G. Webster (born 1951) is a professor and audience researcher at Northwestern University. [1] Webster's publications have documented patterns of audience behavior, sometimes challenging widely held misconceptions. He has also made foundational contributions to audience theory and the methods of audience analysis.
Audience segmentation is widely accepted as a fundamental strategy in communication campaigns to influence health and social change. [4] Audience segmentation makes campaign efforts more effective when messages are tailored to the distinct subgroups and more efficient when the target audience is selected based on their susceptibility and ...
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The causal attribution theory "[s]uggests that we interpret other people's behavior, and evaluate the individual themselves, in terms of the motivations and intentions that we attribute as the cause of their behavior" [14] It applies to convergence in that convergence might be viewed positively or negatively depending on the causes we attribute ...