Paul joined a coaching institute because of his senior who was a student of that institute and had got selected in the engineering competitive exam. The advertisements in the newspaper for the same coaching institute were regularly being featured, but Paul was convinced only when his senior spoke favourably to him about the institute. Which factor influenced Paul's attitude?
Answer & explanation
Correct answer: option 1
The correct answer is Option (1) → Credibility of the source
Attitude change depends on the characteristics of the source, of the message and of the target. Paul was not moved by the regular advertisements, but was convinced when his senior spoke favourably about the institute.
Option (1) Credibility of the source — Correct. Source credibility is a source characteristic: attitudes are more likely to change when the message comes from a highly credible source rather than a low-credible one. Paul’s senior had studied at that institute and been selected in the engineering examination, so for Paul he was the most believable source, as a computer engineer is for a laptop buyer.
Option (2) Popularity of the coaching institute — Incorrect. The institute was well publicised, yet that did not convince Paul. What changed his attitude was who gave the message, not how well known the institute was.
Option (3) Emotional appeal in the advertisements — Incorrect. An emotional appeal is a message characteristic, as when an advertisement for a pressure cooker says that one who cares for the family will care for nutrition. The advertisements were regularly featured, but Paul was not convinced by them.
Option (4) Rational appeal in the pamphlets — Incorrect. A rational appeal is also a message characteristic, giving practical reasons, as when the pressure-cooker advertisement points out that it saves fuel. The question mentions no pamphlets, and it was the senior’s word, not any printed message, that convinced Paul.
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.…” “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. For example, an advertisement for cooking food in a pressure cooker may point out that this saves fuel such as cooking gas (LPG) and is economical (rational appeal). Alternatively, the advertisement may say that pressure-cooking preserves nutrition, and that if one cares for the family, nutrition would be a major concern (emotional appeal)…” |