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accept action activity adults advertising appeals arguments arouse attention attitudes and opinions audience band wagon behavior Berelson campaign communica conflict Daniel Katz desired develop Dorwin Cartwright effective efforts Eldersveld emotional example executives experience factors facts favorable feeling findings goals Harold L Hovland human ideas important incentives individual influence interest issues Janis Katz kinds leadership leaflets less listener majority mass communication mass media material methods minor threats motivation munication needs newspaper opinion leaders organization percent person persuasive communication position present problem propaganda psychological public opinion Public Relations Journal public relations man's public relations men radio rational persuasion rela response rience role says Schramm scientific situation social science social science research social scientists stimuli objects subjects survey television tend things thinking tion views wants war bonds Wilbur Schramm York