Understanding Responses to Social Issues Communication

Olaf Werder

ISBN 10: 3845472553 / ISBN 13: 9783845472553

Published by LAP LAMBERT Academic Publishing Okt 2011, 2011

About this Item

Neuware -This title argues that analyses including values embedded in attitudinal models can contribute to theory development and explain human behavior on social issues. Since values have been established to be a key determinant for the selection of the goals toward which human beings strive and regulate the manner in which striving takes place, it is useful to include them in attitudinal models typically used to explain a belief-behavior relationship. Simply put, having their values compromised, individuals holding opposing values may be reluctant to comply with the message con-tent. We chose as an illustration, the intent to recycle household waste. Given that the above reasons suggest that recycling intent includes fundamental factors in actual decision-making, it lends itself to an exploration of a values- attitude-behavioral intention chain. The analysis should be especially useful to professionals in social marketing fields, such as governmental or non-profit communication professionals.Books on Demand GmbH, Überseering 33, 22297 Hamburg 108 pp. Englisch.

Seller Inventory # 9783845472553

Bibliographic Details

• Title: Understanding Responses to Social Issues Communication
• Publisher: LAP LAMBERT Academic Publishing Okt 2011
• Publication Date: 2011
• Language: English
• ISBN 10: 3845472553
• ISBN 13: 9783845472553
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 220W x 150H x 7D millimeters 220 millimeters width by 150 millimeters height by 7 millimeters depth
• Weight: 179 grams

About this title

Synopsis

This title argues that analyses including values embedded in attitudinal models can contribute to theory development and explain human behavior on social issues. Since values have been established to be a key determinant for the selection of the goals toward which human beings strive and regulate the manner in which striving takes place, it is useful to include them in attitudinal models typically used to explain a belief-behavior relationship. Simply put, having their values compromised, individuals holding opposing values may be reluctant to comply with the message con-tent. We chose as an illustration, the intent to recycle household waste. Given that the above reasons suggest that recycling intent includes fundamental factors in actual decision-making, it lends itself to an exploration of a values- attitude-behavioral intention chain. The analysis should be especially useful to professionals in social marketing fields, such as governmental or non-profit communication professionals.

About the Author

Olaf Werder is lecturer of strategic communication at the University of Sydney in Australia after holding academic and professional positions in Germany and the United States for the past 20 years. His research primarily focuses on the social and cultural patterns of attitudes and behaviors in communication, particularly strategic communication.