Chapter 7

Question 1

Elements of public opinion

Answer 1

• Typically divided

- influenced by mass media and opinion leaders

Question 2

Elements of an opinion leader

Answer 2

• interested in a particular issue
• seeks out info through mass media
• influential due to personality or resources

Question 3

Through the influence of opinion leaders that that public opinion

Answer 3

crystallizes into a measurable entity

Question 4

When people rely on the TWO STEP FLOW PROCESS they are..

Answer 4

relying on person to person communication with informal and formal opinion leaders.

Question 5

Three rules of Gladwell:

1. Law of the…
2. …
3. ..

Answer 5

Law of the few
Stickiness
Power of context

Question 6

Define law of the few…

Answer 6

A few specific types of people like mavens or connector or salesmen who tip something past critical mass

Question 7

Define maven

Answer 7

info specialists who introduce us to new info

Question 8

Connectors

Answer 8

people who know a lot of people in different groups

Question 9

Salesmen

Answer 9

good at persuading others

Question 10

Stickiness refers to

Answer 10

the structure and format of something that makes it memorable

Question 11

The environment 9social, cultural political etc)

Answer 11

Power of context.

Question 12

Berger’s STEPPS of contagious messages

Answer 12

Social Currency
Triggers
Emotion
Public
Practical value
Stories

Question 13

when we pass o info that makes us look good

Answer 13

social currency

Question 14

reminders that get people talkin

Answer 14

triggers

Question 15

why is emotion improtant

Answer 15

we are more likely to pass on info that stirs emotion

Question 16

the need for things to be visible and accessible refers to

Answer 16

accessibility

Question 17

practical value mean

Answer 17

info needs to be useful

Question 18

why are stories important

Answer 18

humans are natural story tellers and great brands tell stories

Question 19

The role of mass media is to :

Answer 19

• Set an agenda
• Frame the media content/discussion
• Mediate or exacerbate conflict by interpreting conflict, defining positions and even offering solutions

Question 20

essential to persuasion is the ability to influence

Answer 20

behaviour, beliefs and attitudes with a message when the receiver has a degree of freedom of choice

Question 21

Persuasion can be used to

change. .
crystallize. ..
maintain. ..

Answer 21

• change or neutralize hostile opinions
• crystallize latent opinions or positive attitudes
• maintain favorable opinuions

Question 22

Limits of persuasion

Answer 22

• lack of message penetration
• competing or conflicting messages that we chose to ignore
• self selection- we chose ones that confirm our beliefs
• self-perception - can’t always predict how a person will respond

Question 23

This theory explains people adopt new ideas or products in 5 stages:

Answer 23

Diffusion THeory

Question 24

This theory says people rarely adopt ideas from one opinion leader, instead they interact with many

Answer 24

N-Step theory

Question 25

Describe the Multiple Flow step theory

Answer 25

Opinion makers sift through info. Attentive public care about issue and listen to opinion makers. inattentive public do neither.

Question 26

As much as ____% of what the mass media carries comes from PR in the form of ______ _______

Answer 26

50% information subsidies