Read the passage and answer the questions:
A non-profit organisation wanted to promote and teach people of a village about the benefits of Oral Rehydration Salts (ORS). They made colorful posters with graphics and pasted them near the Panchayat and Health Centre of the village. However, despite the posters displayed at multiple points in the entire village, they were unable to communicate or bring positive change in the attitude of the villagers. They changed their strategy and started using radio to educate the villagers. When one of the volunteers started to interact face-to-face with the villagers, she was surprised to see that most of the villagers were unaware of the benefits of ORS despite the efforts of the organisation. During the interaction, she found that disseminating information regarding ORS by meeting in person was more persuading. She reported this to her seniors and requested to change in the strategy to bring positive changes in the attitude of the villagers regarding the uses of ORS.
As a non-profit organisation working for improvement in public health care, the source of information also affects the attitude change in villagers regarding ORS. What is this called in context of attitude change?
Answer & explanation
Correct answer: option 1
The correct answer is Option (1) → Source Credibility
Option (1) Source Credibility — Correct. Among the source characteristics, source credibility and attractiveness affect attitude change. Attitudes are more likely to change when the message comes from a highly credible source. An organisation working for public health is such a source for a health message like ORS.
Option (2) Emotional Appeal — Incorrect. Emotional appeal is a feature of the message, not of its source: the message works on feelings, such as care for one’s family.
Option (3) Rational Appeal — Incorrect. Rational appeal is also a feature of the message: it works on reasons, such as saving money or fuel. The question is about who gives the message.
Option (4) Motive — Incorrect. The motives activated by the message, such as wanting to be healthy or successful, also affect attitude change, but they too belong to the message, not to its source.
NCERT (2025-26): “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…” “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.…” “The motives activated by the message also determine attitude change.…” |