A social cognitive approach to integrated communications within a public information campaign
Wood, John Christopher
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The social cognitive approach to public communications campaign has had great success in the past, accounting for the direct and indirect influences of mass media and interpersonal communications to accomplish campaign goals and objectives. Yet, this study extends the social cognitive perspective to include the specified interpersonal influences of the theory of planned behavior. First, this study examines the influences of mass media and public information, as separate predictors and in combination, on acquired knowledge of an industry issue within a specified campaign. In turn, this investigation notes the existence of a gap between actual and perceived knowledge of a salient industry issue among utility customer respondents, which influences media selection on the part of utility customers. Finally, the theory of planned behavior is a successful means for extending the social cognitive perspective, as the primary interpersonal influences outlined in this model successfully predict behavioral intention within the context of a public communications campaign.