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Ch 4: Public Opinion & Attitudes

About This Chapter

Explore these lessons to understand the importance of public opinion and attitudes. This chapter gives you the opportunity to learn about changes in public opinion, as well as the use of persuasion.

Public Opinion & Attitudes - Chapter Summary and Learning Objectives

You can learn more about the value of public opinion and attitudes by studying this chapter. Go over persuasion and how it is used as you complete these lessons. Keep track of what you know about these concepts by taking the self-assessment quizzes that accompany each lesson. Our expert instructors will make sure you understand:

  • Cantril's Laws
  • Consumer attitudes
  • Cognitive dissonance
  • The impact of public relations on public opinion
  • Persuasion and how to use it in public speaking
  • Engaging readers
  • Managing reputations

Lesson Objective
Cantril's Laws of Public Opinion Improve your understanding of Cantril's Laws.
Attitudes Examine different attitudes and how they work with public relations.
The Theory of Cognitive Dissonance in Psychology Ensure that you can apply the theory of cognitive dissonance.
Consumer Attitudes: Definition & Changes Evaluate changes in consumer attitudes.
Public Relations' Impact on Public Opinion & Attitudes Study ways that public relations have crystalized attitudes.
Persuasion Explore the uses and applications of persuasion.
The Art of Persuasion in Public Speaking Learn more about how you can use persuasion as a part of public speaking.
How to Engage Readers by Picking and Developing an Appeal Focus on learning how to best engage your readers.
How Organizations Manage Their Reputations Explore three major ways to manage an organization's reputation.

9 Lessons in Chapter 4: Public Opinion & Attitudes
Test your knowledge with a 30-question chapter practice test
Cantril's Laws of Public Opinion

1. Cantril's Laws of Public Opinion

Have you ever wondered what influences our opinions? In this lesson we will learn about Hadley Cantril and his Laws of Public Opinion. We will look at each law and walk through an example to help better explain the concept.

Attitudes: Components, Formation & Measurement

2. Attitudes: Components, Formation & Measurement

Have you ever wondered how your attitudes are formed and how they affect your behavior? In this lesson, we'll take a look at some of the internal and external factors that form our attitudes and how our behavior can be affected or changed by various influences.

The Theory of Cognitive Dissonance in Psychology

3. The Theory of Cognitive Dissonance in Psychology

What happens when a person's beliefs and actions don't line up? And how do people deal with their feelings when that happens? Explore this lesson for information on psychologist Leon Festinger's theory of cognitive dissonance.

Consumer Attitudes: Definition & Changes

4. Consumer Attitudes: Definition & Changes

Understanding consumer attitudes can help a business understand customers better and perhaps even change their attitudes. In this lesson, you'll learn what consumer attitudes are and how they can be changed.

Public Relations' Impact on Public Opinion & Attitudes

5. Public Relations' Impact on Public Opinion & Attitudes

Companies want the public to like them and support them. They also want customers. To have both, they need to rely on the services of public relations. In this lesson we will learn how public relations can impact the opinions of the public.

Understanding Strategies of Persuasion in Psychology

6. Understanding Strategies of Persuasion in Psychology

How are we persuaded to change our attitudes or behave in a certain way? In this lesson, you'll see four strategies of persuasion that can be used in a variety of social situations.

The Art of Persuasion in Public Speaking

7. The Art of Persuasion in Public Speaking

Persuasion is all around you. You are likely trying to persuade someone or they are persuading you all of the time. In this lesson, you will learn about the different types of persuasion and the strategies you can use.

How to Engage Readers by Picking and Developing an Appeal

8. How to Engage Readers by Picking and Developing an Appeal

There are three types of appeals that you can use in your persuasive writing to make your arguments more effective. In this video, you'll learn about logical, ethical, and emotional appeals as well as how to use them.

How Organizations Manage Their Reputations

9. How Organizations Manage Their Reputations

Have you ever wondered how a company manages its image? In this lesson we will learn why a reputation is important and how a company preserves that reputation. We will also look at how a company overcomes threats and risks to its reputation.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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