question_answer

Write the factors that influence attitude change?

Answer:

Ans.     Most of the psychologists agree upon the following major factors that influence attitudinal change:

(i) Characteristics of the Existing Attitude:

Positive attitudes are easier to changes than negative attitudes.

Extreme attitudes and central attitudes are more difficult to change than the less, extreme and peripheral attitudes. Simple attitudes are easier to change than multiple attitudes are.

An attitude change may be congruent if the change is taking place in the same direction as the existing attitude. On the other hand, an attitude change may be incongruent and it may changing in the opposite direction to the existing attitude. It has been found that, in general, congruent changes are easier to bring about modification than presented the incongruent change in attitudes.

Researchers have found that sometimes fear works well in convincing people but if a massage generates too much fear, it turns off the receiver and has little persuasive effect.

(ii) Source Characteristics: Source credibility and attractiveness are two features that affect attitudes change. Attitudes are more likely to change when the message comes from highly credible source rather than from a low credible source, e.g., car sales may increase if they are publicized by automobile experts.

(iii) Message Characteristics: The message is the information that is presented in order to bring about an attitude change. Whether the message contains a rational or an emotional appeal for example makes a difference. The motive of message also determines possibility of change, e.g., drinking milk may be said to make person healthy.

Finally, the mode of spreading the message plays a significant role. Face-to-face transmission of the message is usually more effective than indirect transmission as for instance, through letters and pamphlets or even through mass media. These days transmission through visual media such as television and the internet are similar to face-to-face interaction, but not a substitute for the later.

(iv) Target Characteristics:

Qualities of the target, such as persuasibility, strong prejudices, self- esteem and intelligence influence the likelihood of attitude change.

Open and flexible personality change more easily.

People with strong prejudices are less prone to any attitude change.

Persons having low self-esteem do not have sufficient confidence in themselves, change their attitudes more easily than those who are high on self-esteem.

Highly intelligent people may change their attitudes less easily than those with low intelligence. However, sometimes more intelligent persons change their attitudes more willingly, because they base their attitudes on more information and thinking.