The Fact That Survey Respondents Overreport Voting in Elections and the Frequency

question 24

Multiple Choice

The fact that survey respondents overreport voting in elections and the frequency of their church attendance is an example of the ________ effect.

• A)Hawthorne
• B)coattail
• C)social desirability
• D)bandwagon

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Definitions:

Influencers

Individuals or entities that have the power to affect the purchasing decisions of others due to their authority, knowledge, position, or relationship with their audience.

Two-step Flow Model

A communication theory that suggests ideas often flow from mass media to opinion leaders, and from these leaders to a wider population.

Media Democratization

The process by which access to and participation in the media is becoming more widely distributed among the general populace, often through new technologies and the internet.

Ad-equivalency Value

A metric used in public relations and advertising to quantify the worth of media coverage or publicity by comparing it to the cost of equivalent paid advertising space or time.