17.

Explain briefly the factors that influence attitude change.

The following factors influence attitude change:

1.Characteristics of the existing attitude: Valence (positivity or negativity),extremeness, simpluity or complexity and centrality or significance of the attitude determine attiude change. A positive attitude is easier to change than negative ones. Similarly, extreme and central attitudes are more difficult to change than the less extreme, peripheral attitudes and simple attitudes can be modified more easily than multiple ones.

2. Source characterisitcs: Source credibility and attractiveness are important determinants of attitude change. Attiudes can be modified when the message emantes from a credible source. For example products such as cars sell better when they are publicised by eminent public features.

3. Message charateristics: Attitudes can be easily modified when the amount of information given about a topic is optimum, neither too much or nor too little. Also, messages that are rational and carry an emotional appeal are more likely to usher attitude change.