Reading Notes: Chapter 9

June 24, 2010

When emotional appeal is high mass media has a greater chance of influence on an individuals opinion.

Two different types of opinion leaders which are:

-Formal opinion leaders (power leaders) – positions as elected officials, presidents of companies, or heads of membership groups.

-Informal opinion leaders; They can be role models who are admired or opinion leaders who can exert peer pressure on others to go along with something.

Psychographics is an audience-analysis tool that attempts to classify people by lifestyle, attitudes, and beliefs.

In persuasion, the most difficult task is to turn a hostile opinion into a favorable one.

Information in the post can be found at Public Relations: Strategies and Tactics Authored by Dennis Wilcox and Glen Cameron


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