SAGE Reference - Encyclopedia of Public Relations

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Reinforcement Theory

In: Encyclopedia of Public Relations
Edited by: Robert L. Heath
Subject:Public Relations, Public Relations

Reinforcement theory was proposed in 1960 by Joseph T. Klapper to challenge the dominant media effects theory. Reinforcement theory argued that media do not have a dominant effect on readers', viewers', or listeners’ attitudes, beliefs, and motives. The effect is limited ...

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  Heath, R. L. (2013). Reinforcement theory. In Encyclopedia of public relations (Vol. 1, pp. 781-781). SAGE Publications, Inc., https://dx.doi.org/10.4135/9781452276236.n420
  
  Heath, Robert L. "Reinforcement Theory." In Encyclopedia of Public Relations, edited by Heath, Robert L., 781-781. Thousand Oaks, CA: SAGE Publications, Inc., 2013. https://dx.doi.org/10.4135/9781452276236.n420.
  
  Heath, R. L. 2013. Reinforcement Theory. In: Robert L. Heath Editor, 2013. Encyclopedia of Public Relations, Thousand Oaks, CA: SAGE Publications, Inc. pp. 781 Available at: <https://dx.doi.org/10.4135/9781452276236.n420> [Accessed 7 Jul 2022].
  
  Heath, Robert L. "Reinforcement Theory." Encyclopedia of Public Relations. Edited by Vol. 1. Thousand Oaks: SAGE Publications, Inc., 2013, pp. 781-781. SAGE Knowledge. 7 Jul 2022, doi: https://dx.doi.org/10.4135/9781452276236.n420.
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