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Ben Jerry's "Hubby Hubby" Campaign
Expalin and Discuss
1. What other theories do you think help explain Ben & Jerry’s campaign success?
2. The campaign issue surrounding legalizing homosexual and lesbian marriage could have created con?ict for Ben & Jerry’s, despite its reputation for social justice. What did Ben & Jerry’s do to create a “win-win zone” between it and key audiences? How do the new model of symmetry and two-way practice and the mixed-motive model of public relations help explain the success of the campaign?
3. How do social exchange theory and social learning theory help explain the success of the “Hubby Hubby” campaign?
4. How do the three theories of mass communication—uses and grati?cations theory, framing theory, and agenda setting theory—help explain the success of the Ben & Jerry’s “Hubby Hubby” campaign?
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