question_answer

Explain briefly the factors that influence attitude change.

Answer:

The following major factors that influence attitude change are:

(a) Characteristics of the existing attitude: All four properties of attitudes mentioned earlier, namely, valence (positivity or negativity), extremeness, simplicity or complexity (multiplicity), and centrality or significance of the attitude, determines attitude change. In general, positive attitudes are easier to change than negative attitudes. Extreme attitude, and central attitudes are more difficult to change than the less extreme, and peripheral (less significant) attitudes. Simple attitudes are easier to change than multiple attitudes. In addition, one must also consider the direction and extent of attitude change. An attitude change may be congruent - it may change in the same direction as the existing attitude. On the other hand, an attitude change may be incongruent ? it may change in a direction opposite to the existing attitude.

(b) Target characteristics: Qualities or the target, such as persuasibility strong prejudices, self-esteem., and intelligence influence the likelihood and extent of attitude change. People who have more open. And flexible personality, change more easily. Advertisers benefit most from such people. People with strong prejudices are less prone to any attitude change than those who do not hold strong prejudices. People who have a low self-esteem and do not have sufficient confidence in themselves, change their attitudes more easily than those who are high on self-esteem. More intelligent people may change their attitudes less easily than those with lower intelligence. However, sometimes more intelligent people change their attitudes more willingly than less intelligent ones, because they base their attitude on more information and thinking.

(c) Source characteristics: Source credibility and attractiveness are two features that affect attitude change. Attitudes are more likely to change when the message comes from a highly credible source rather than from a low-credible source. For example, adults who are planning to buy a laptop are more convinced by a computer engineer who points out the special features of a particular brand of laptop, than they would be by a school child who might give the same information. But, it the buyers are themselves school-children, they may be convinced more by another school child advertising a laptop than they would be by a professional giving the same information.

(d) Message characteristics: The message is the information that is presented in order to bring about an attitude change. Attitudes will change when the amount of information that is given about the topic is just enough, neither too much nor too little. Whether the message contains a rational or an emotional appeal also makes a difference- For example, an advertisement for cooking food in a pressure cooker may point out that this saves fuel such as cooking gas (LPG) and is economical (rational appeal) Alternatively, the advertisement may say that pressure-cooking preserves nutrition and that if one cares for the family, nutrition would be a major concern (emotional appeal). The motives activated by the message also determines attitude change. For example, drinking milk may be said to make a person healthy and good-looking or more energetic and more successful at one's job.