CHAPTER 3 Copyright 2001 Prentice Hall Inc Lets

CHAPTER 3 Copyright © 2001, Prentice Hall, Inc.

Let’s Discuss Public Opinion ~ Elusive ~ Fragile Copyright © 2001 Prentice Hall, Inc. 2

Let’s Discuss Public Opinion VERSUS and the winner is…. Copyright © 2001 Prentice Hall, Inc. 3

Let’s Discuss Public Opinion a group of people who share a common interest the expression of attitude on a particular subject Copyright © 2001 Prentice Hall, Inc. 4

Let’s Discuss Public Opinion SUS CONSENSUS! CON SENSUS SEN Copyright © 2001 Prentice Hall, Inc. 5

What are ATTITUDES based on? Religious Cultural Race Educational Copyright © 2001 Prentice Hall, Inc. Personal Familial Social Class 6

ARE Copyright © 2001 Prentice Hall, Inc. 7

Maslow’s Hierarchy of Needs QUICK QUIZ Copyright © 2001 Prentice Hall, Inc. 8

Maslow’s Hierarchy of Needs QUICK QUIZ Satisfied Needs Unsatisfied Needs Self-Actualizaton Self-Esteem Social Safety Physiological Copyright © 2001 Prentice Hall, Inc. 9

How To: Change Someone’s Attitude À Go to the public instead of asking the public come to you Á Don’t assume that attitude change is necessary for behavior change Use moral arguments wisely à Embrace the mainstream Ä Don’t offend the people you seek to change Copyright © 2001 Prentice Hall, Inc. 10

QUICK QUIZ What persuades people? Copyright © 2001 Prentice Hall, Inc. 11

QUICK QUIZ What persuades people? Appealing to Copyright © 2001 Prentice Hall, Inc. “ Y U” 12

QUICK QUIZ: How many of the can you name? Copyright © 2001 Prentice Hall, Inc. 13

Traps of Public Opinion Cast in Stone Copyright © 2001 Prentice Hall, Inc. go on. . . 14

Traps of Public Opinion Gut Reaction Copyright © 2001 Prentice Hall, Inc. go on. . . 15

Traps of Public Opinion General Public Copyright © 2001 Prentice Hall, Inc. go on. . . 16

Traps of Public Opinion Words Move Mountains Copyright © 2001 Prentice Hall, Inc. go on. . . 17

Traps of Public Opinion Brother’s Keeper Copyright © 2001 Prentice Hall, Inc. 18