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?

Credibility of the source

The correct answer is Option (1) → Credibility of the source

Paul was influenced not by advertisements or pamphlets, but by the words of his senior, whose success and experience made him a credible source.

"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. 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.".