engleski

How Global is the Situational Theory of Publics: The Case of Croatia

The main goal of this study was to test a conceptualization of the theory that includes cognitive schemas as dependent variables in the process of communication behavior. The applied purpose was to segment publics that arise from the issues connected to a Croatian institution and to cescribe their cognitive schemas, attitudes and behavioral intentions. The research also attempted to find out more about the relationship betwwn cognitive schemas and the behavioral intentions of different publics as well as to compare the defining elements of publics in a transitional economy such as Croatian, with the results from United States academic research.

situational theory; Croatia

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