What is incongruent attitude change?

Answer & explanation

Correct answer: option 4

The correct answer is Option (2) → Change in the opposite direction of the existing attitude

Option	Reason
Option (1): Change in the same direction as the existing attitude. Incorrect.	This is congruent change. A positive attitude becomes more positive, or a negative attitude becomes more negative.
Option (2): Change in the opposite direction of the existing attitude. Correct.	Incongruent change moves an attitude opposite to its existing direction. A positive attitude towards empowerment of women may become less positive, or even negative.
Option (3): Change in the direction of the information presented. Incorrect.	This is attitude change that follows the message itself. Posters on the importance of brushing one's teeth would strengthen a positive attitude towards dental care.
Option (4): Change in a direction opposite to the information presented. Incorrect.	This is attitude change that goes against the message. People shown frightening pictures of dental cavities may not believe them and may become less positive about dental care.

NCERT (2026-27): “Factors that Influence Attitude Change …
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 (for example, a positive attitude may become more positive, or a negative attitude may become more negative). For instance, suppose a person has a somewhat positive attitude towards empowerment of women. Reading about a successful woman may make this attitude more positive. This would be a congruent change. On the other hand, an attitude change may be incongruent — it may change in a direction opposite to the existing attitude (for example, a positive attitude becomes less positive, or negative, or a negative attitude becomes less negative, or positive). In the example just given, after reading about successful women, a person may think that women might soon become too powerful, and neglect their family responsibilities. This may make the person’s existing positive attitude towards empowerment of women, less positive, or even negative. If this happens, then it would be a case of incongruent change. …”