Rohan sees a laptop advertisement that says, 'My laptop is my key to success. Buy one now, and see how you grow!' He becomes eager to buy it because the advertisement makes him think about getting ahead in life. Which of the following mainly brought about this change in his attitude?
Answer & explanation
Correct answer: option 2
The correct answer is Option (2) → The motives activated by the message
Option (1) The credibility of the source of the message — Incorrect. Credibility means the source is trusted, for example an expert. The ad names no expert, so trust in the source does not explain Rohan's eagerness.
Option (2) The motives activated by the message — Correct. The ad links the laptop to success and growth, a wish Rohan already has. The motive activated by the message pulls his attitude towards the laptop.
Option (3) The attractiveness of the source of the message — Incorrect. Source attractiveness works when a liked or good-looking person gives the message. No such person appears here.
Option (4) Rohan's own high self-esteem — Incorrect. Self-esteem is a feature of the target. People with high self-esteem are harder to persuade, so it would not make Rohan easier to win over.
NCERT (2026-27): “Factors that Influence Attitude Change … |