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Attitude And Social Cognition — Psychology STD 12 Humanities — Question

CBSE BoardEnglish MediumSTD 12 HumanitiesPsychologyAttitude And Social Cognition4 Marks
Question
Explain factors that influence attitude change.
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Answer

Factors that influence attitude change:
  • Characteristics of existing attitude – Valence, extremeness, simplicity or complexity (multiplexity), centrality (significance) and direction.
  • Source characteristics:
  • Credibility.
  • Attractiveness.
  • Message characteristics – Rational or emotional appeal.
  • Motives.
  • Mode of spreading the message.
  • Target characteristics – Persuasibility, strong prejudices, self esteem and intelligence.

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