An advertisement for a cosmetic product, promoted by a famous superstar, includes _______, a characteristic that may bring about a change of attitude.
Answer & explanation
Correct answer: option 4
The correct answer is Option (4) → Attractiveness
Attitude change depends on the characteristics of the source (who gives the message), the message and the target. A famous superstar promoting a cosmetic is a feature of the source.
Option (1) Rational — Incorrect. A rational appeal is a message characteristic: the message gives reasons, such as a pressure cooker saving cooking gas and money. The question is about who promotes the product, not what the message argues.
Option (2) Emotional appeal — Incorrect. This too is a message characteristic: the message works on feelings, such as caring for the family’s nutrition. It describes the content of an advertisement, not its famous presenter.
Option (3) Credibility — Incorrect. Credibility is a source characteristic, but it rests on expertise and trust: adults buying a laptop are more convinced by a computer engineer than by a schoolchild. A film star has no special expertise in cosmetics.
Option (4) Attractiveness — Correct. Source credibility and attractiveness are the two source features that affect attitude change, and sales of some products may increase when they are publicised not by experts but by popular public figures. The superstar’s appeal is attractiveness.
NCERT (2025-26): “Factors that Influence Attitude Change … 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 schoolchild who might give the same information. But, if the buyers are themselves schoolchildren, they may be convinced more by another schoolchild advertising a laptop than they would be by a professional giving the same information (see Figure 6.1). In the case of some products such as cars, sales may increase if they are publicised, not necessarily by experts, but by popular public figures.…” “Factors that Influence Attitude Change … 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.…”
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