-5

Theories of Selective Influence

& Limited Effect

:
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-2
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20
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) ( Instinct
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19 20
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0 Natural Instinct
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Pavlov
stimulus
response
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Uniqueness

0

0 ) ( Attitude
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0 Predisposition

 0 :

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Questionnaire by sample

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0 Subcultures

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0 Paul Lasarsfeld

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Empirical Research
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Speculative

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-1 People Choice

Gaudet
0 Berelson
1940
Franklin Roosevelt
0

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0
:
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 0 Rockefeller Life
Magazine
Erie Ohio

) (3
0 600 7
Panel
1940 Study

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Gregarious
Opinion Leader
Opinion Followers

) (6
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2 - Decatur


Elihu Katz
800

...

) (7
0 :
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Diffusion of Innovations
Theory

-1

 -2
-3

-4

0 Everett Rogers

0

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0 5000

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- 2

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- 3

0 Early Adopters :

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Followers ...

Majority :

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:
Multi Step Flow of Information and Influence

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4

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 1952
1960

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0

Green Revolution

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0

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Wilbur Schramm

Reinforcement theory

-1
-
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-
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(
0 Joseph
Klapper

- 1

Frame of Reference

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:
0
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- 2

Joseph Klapper
20 ) 1945 (1965

3
- Selective Exposure





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Selective Perception

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0

Selective Retention

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