An advertisement for a health drink tells college students that it will make them more energetic and more successful in their placement interviews. Many students begin to view the drink favourably. Which of the following best explains this attitude change?
Answer & explanation
Correct answer: option 1
The correct answer is Option (1) → The motives activated by the message
Option (1) The motives activated by the message — Correct. The message stirs the students' wish for <strong>energy and success</strong>. The <strong>motives activated by the message</strong> are a factor that decides attitude change, as with milk sold as making a person more successful at one's job.
Option (2) The cognitive dissonance among their thoughts about the drink — Incorrect. Cognitive dissonance is a clash between a person's own thoughts, as when someone tells a lie for a tiny reward. The advertisement creates no such clash.
Option (3) Their identification with the source of the message — Incorrect. Identification means the target has liking and regard for the source. The advertisement names no admired person, so this is not the cause.
Option (4) The simplicity of their existing attitude towards the drink — Incorrect. A simple attitude is easier to change than a multiple one. But the change here is set off by what the message promises.
NCERT (2026-27): “Factors that Influence Attitude Change … |