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Copyright Copyright © 2001, Prentice Hall, Inc.© 2001, Prentice Hall, Inc.
CHAPTER 3CHAPTER 3
2Copyright ©2001 Prentice Hall, Inc.
~ Elusive~ Elusive
~ Fragile~ Fragile
Public OpinionPublic OpinionLet’s DiscussLet’s Discuss
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Public OpinionPublic OpinionLet’s DiscussLet’s Discuss
VERSUSVERSUS
and the winner is….and the winner is….
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a group of people who a group of people who share a common interestshare a common interest
Public OpinionPublic OpinionLet’s DiscussLet’s Discuss
the expression of attitude the expression of attitude on a particular subjecton a particular subject
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Public OpinionPublic OpinionLet’s DiscussLet’s Discuss
CONCON
SENSEN
SUSSUS
CONCONSENSENSUSSUSCONSENSUS!CONSENSUS!
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What areWhat are ATTITUDESATTITUDES based on?based on?
CulturalCultural
EducationalEducational
ReligiousReligious
Social ClassSocial Class
RaceRace
FamilialFamilial
PersonalPersonal
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AREARE
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Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of NeedsQUICK QUIZQUICK QUIZ
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Self-EsteemSelf-Esteem
PhysiologicalPhysiological
SafetySafety
SocialSocial
Self-ActualizatonSelf-Actualizaton
Unsatisfied NeedsUnsatisfied NeedsSatisfied NeedsSatisfied Needs
Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of NeedsQUICK QUIZQUICK QUIZ
Self-ActualizatonSelf-Actualizaton
Self-EsteemSelf-Esteem
SocialSocial
SafetySafety
PhysiologicalPhysiological
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Go to the public instead of Go to the public instead of asking the public come to youasking the public come to you
Don’t assume that attitude Don’t assume that attitude change is necessary for change is necessary for behavior changebehavior change
Use moral arguments wiselyUse moral arguments wisely
Embrace the mainstreamEmbrace the mainstream
Don’t offend the people you Don’t offend the people you seek to changeseek to change
Change Someone’s AttitudeChange Someone’s AttitudeHow To:How To:
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QUICK QUIZQUICK QUIZ
What persuades people?What persuades people?
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QUICK QUIZQUICK QUIZ
Appealing toAppealing to
What persuades people?What persuades people?
““YYUU””
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How many of theHow many of the
can you name?can you name?
QUICK QUIZ:QUICK QUIZ:
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Cast in StoneCast in Stone
go on...go on...
Traps of Public OpinionTraps of Public Opinion
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Gut ReactionGut Reaction
go on...go on...
Traps of Public OpinionTraps of Public Opinion
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General PublicGeneral Public
go on...go on...
Traps of Public OpinionTraps of Public Opinion
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Words MoveWords MoveMountainsMountains
go on...go on...
Traps of Public OpinionTraps of Public Opinion
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Brother’sBrother’sKeeperKeeper
Traps of Public OpinionTraps of Public Opinion
