1. Persuasion Theories And The Domino Model
... domino model is one way of looking at how a message can motivate people to take on different behaviour. It is a four-part sequence based on the concept of a line of dominos- Push one, and the remaining fall in order. (See diagram.) It begins with a message, which then implies knowledge. This knowledge influences an attitude, and that is then translated into behaviour ... can go wrong, and often does. As much as PR practitioners may try to control the environment surrounding their issue, it is inevitable that outside forces will come to play. Some of the dominos in the model may not fall...
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