1. Persuasion Theories And The Domino Model
... (individual) likes horses and Tom (other person) likes horses, then Mary likes Tom. This is three positives and a balance. If Mary doesn't like horses and neither does Tom, then Mary likes Tom, two negatives and one positive- another balance. If Mary likes horses, and Tom doesn't, Mary not liking Tom would be two negatives and one positive and again a balance. However, if Mary likes horses and so does Tom, but Mary doesn't ... assistance, ideally this does not always happen. PR functions on the idea that a message can and will bring about behavioural change or at least attitude change. ...
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