Which of the following factor is NOT related to ‘target characteristic’ that may influence attitude change?
Answer & explanation
Correct answer: option 1
The correct answer is Option (1) → Credibility
Option (1) Credibility — Not a target characteristic (Correct). Credibility is a source characteristic: attitudes change more when the message comes from a highly credible source, as a buyer trusts a computer engineer more than a schoolchild about a laptop.
Option (2) Persuasibility — A target characteristic (Incorrect). It is how easily the target can be persuaded; people with an open and flexible personality change more readily.
Option (3) Strong prejudices — A target characteristic (Incorrect). A target who holds strong prejudices is less likely to change her or his attitude.
Option (4) Self-esteem — A target characteristic (Incorrect). People with low self-esteem do not have enough confidence in themselves and change their attitudes more easily.
NCERT (2025-26): “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.…” “Target characteristics : … Qualities of the target, such as persuasibility, strong prejudices, self-esteem, and intelligence influence the likelihood and extent of attitude change.…” “…People with strong prejudices are less prone to any attitude change than those who do not hold strong prejudices. Persons 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.…” |