Which of the Following Is NOT True About the Two-Step

question 146

Multiple Choice

Which of the following is NOT true about the two-step process by which mass communications affect personal attitudes?

• A) The influence of mass media is mediated by opinion leaders, people whose opinions others seek or who carry their opinions to others.
• B) The influence of mass media on public opinion is not as direct, powerful, and automatic as marketers have supposed.
• C) The two-step flow supports the notion that consumption styles are primarily influenced by a trickle-up or trickle-down effect from mass media.
• D) People interact primarily within their own social groups and acquire ideas from opinion leaders in their groups.
• E) Two-step communication suggests that mass communicators should direct messages specifically to opinion leaders and let them carry the message to others.

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Definitions:

Generic Human Capital

Skills, knowledge, and abilities possessed by an individual that are not specific to any one job or company, making them valuable across different roles and industries.

Competencies

The combination of observable and measurable knowledge, skills, abilities, and personal attributes that contribute to enhanced employee performance and ultimately result in organizational success.

Firm-Specific Human Capital

Skills, knowledge, and abilities that an employee acquires through training and experience that are valuable to a specific firm.

Tacit Knowledge

Knowledge that is difficult to transfer to another person by means of writing it down or verbalizing it, often gained through personal experience.