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Responding to Activism: An Experimental Analysis of Public Relations Strategy Influence on Beliefs, Attitudes, and Behavioral Intentions

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Abstract:

Experimental methods were used to examine the influence of public relations strategies on beliefs, attitudes, and behavioral intentions. Seven public relations strategies were tested using the theory of reasoned action to determine strategy influence on individuals’ beliefs, attitudes, and behavioral intentions toward an organization responding to activism. Results indicate that salient beliefs predict attitude, and attitude and subjective norm predict behavioral intention. In addition, results indicate that salient beliefs are predicted by attitude toward organizational response to activism, which is influenced by public relations strategy type. Findings suggest that any type of strategic response to activism is better than no response. The cooperative problem-solving strategy produced the most effective outcome for the organization, and the threat and punishment strategy produced the least effective outcome for the organization.

Most Common Document Word Stems:

strategi (210), public (174), relat (155), messag (153), attitud (138), behavior (136), mcdonald (124), toward (106), respons (100), use (87), mean (80), intent (73), belief (72), activ (68), measur (65), organ (60), subject (56), respond (54), definit (53), theori (51), eat (48),

Author's Keywords:

activism, message strategy, strategy effectiveness, theory of reasoned action, public relations process model
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Name: International Communication Association
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http://www.icahdq.org


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MLA Citation:

Page, Kelly. "Responding to Activism: An Experimental Analysis of Public Relations Strategy Influence on Beliefs, Attitudes, and Behavioral Intentions" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111395_index.html>

APA Citation:

Page, K. G. , 2003-05-27 "Responding to Activism: An Experimental Analysis of Public Relations Strategy Influence on Beliefs, Attitudes, and Behavioral Intentions" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111395_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Experimental methods were used to examine the influence of public relations strategies on beliefs, attitudes, and behavioral intentions. Seven public relations strategies were tested using the theory of reasoned action to determine strategy influence on individuals’ beliefs, attitudes, and behavioral intentions toward an organization responding to activism. Results indicate that salient beliefs predict attitude, and attitude and subjective norm predict behavioral intention. In addition, results indicate that salient beliefs are predicted by attitude toward organizational response to activism, which is influenced by public relations strategy type. Findings suggest that any type of strategic response to activism is better than no response. The cooperative problem-solving strategy produced the most effective outcome for the organization, and the threat and punishment strategy produced the least effective outcome for the organization.

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Document Type: .PDF
Page count: 39
Word count: 11249
Text sample:
Responding to Activism: An Experimental Analysis of Public Relations Strategy Influence on Beliefs Attitudes and Behavioral Intentions Abstract Experimental methods were used to examine the influence of public relations strategies on beliefs attitudes and behavioral intentions. Seven public relations strategies were tested using the theory of reasoned action to determine strategy influence on individuals’ beliefs attitudes and behavioral intentions toward an organization responding to activism. Results indicate that salient beliefs predict attitude and attitude and subjective norm predict behavioral
Activism (ICA-15-11621) 38 An activist group known as PETA recently accused McDonald’s of engaging in practices that result in the inhumane treatment of food animals. We believe that PETA’s accusations are unwarranted. McDonald’s is an international restaurant that provides food at a reasonable cost to consumers. In the course of conducting business we do not raise or slaughter animals. We do not encourage or support the cruel and abusive treatment of food animals. Our meat purchasing criteria meet or


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