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in organizational behaviour 3. Write a note on ‘Reinforcement theory’.
Reinforcement theory is a limited effects media model applicable within the realm of communication. [ The theory generally states that people seek out and remember information that provides cognitive support for their pre-existing attitudes and beliefs. The main assumption that guides this theory is that people do not like to be wrong and often feel uncomfortable when their beliefs are
challenged. Politics provides an excellent setting for the study of reinforcement theory. The statistics on undecided voters indicate that most people have pre-existing beliefs when it comes to politics. Relatively few people remain undecided late into high-profile elections. For example, about a month prior to the 2008 Presidential election, less than one-fifth of likely voters claimed to be undecided (Sidoti, 2008). Much political advertising is targeted at these individuals not only because of their importance in the overall result, but also because they are the most susceptible to political persuasion (Johnson-Cartee & Copeland, 1997). Part of the reason why undecided voters are frequent message targets can be found in reinforcement theory. Reinforcement theory predicts that people with already developed opinions will selectively attend to and cognitively incorporate information that supports their own views. Reinforcement theory has three primary mechanisms behind it: selective exposure, selective perception, and selective retention. ]
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