How do the three theories of mass communication-uses and gratifica- tions theory, framing theory, and agenda setting theory-help explain the success of the Ben & Jerry's "Hubby Hubby" campaign?
How do social exchange theory and social learning theory help explain the success of the "Hubby Hubby" campaign?
The campaign issue surrounding legalizing gay and lesbian marriage could have created conflict 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 (figures 3.3 and 3.4) help explain the success of the campaign?
What other theories do you think help explain Ben & Jerry's campaign success?