Read the passage and answer the following questions:

Polio was an epidemic in India in the 1970s. The government tried various ways to curb it, but the results were not impressive. Then Amitabh Bacchan was roped in to be the face of the Pulse Polio Campaign in India. The slogan of polio eradication campaign was "DO BOOND ZINDAGI KE" (Two drops of Life). He educated people on the various advantages of polio vaccination and appealed to them to actively participate in the drive. This brought positive change in people's attitude towards the polio vaccine. After that, Indians took the campaign seriously and actively participated in the polio vaccination drive. Due to the effectiveness of the drive, India has become a polio-free country. Till date, the people in India relate the voice of Amitabh Bachchan to the polio eradication campaign.

In general, which feature of attitude is related to positivity or negativity?

Valence

The correct answer is Option (1) → Valence

Valence (positivity or negativity) : The valence of an attitude tells us whether an attitude is positive or negative towards the attitude object. Suppose an attitude (say, towards nuclear research) has to be expressed on a 5-point scale, ranging from 1 (Very bad), 2 (Bad), 3 (Neutral — neither good nor bad), and 4 (Good), to 5 (Very good). If an individual rates her/his view towards nuclear research as 4 or 5, this is clearly a positive attitude. This means that the person likes the idea of nuclear research and thinks it is something good. On the other hand, if the rating is 1 or 2, the attitude is negative. This means that the person dislikes the idea of nuclear research, and thinks it is something bad.