Roadmap for Answer Writing

1. Understand the Question

• Break the question into two parts:
  1. What factors influence or determine an individual’s attitude?
  2. How persuasion can modify or change attitudes.
• Identify key terms: factors shaping attitude and role of persuasion.

2. Structure the Answer

Introduction

• Define attitude as a psychological construct representing an individual’s evaluations of people, objects, events, or ideas.
• Briefly mention that attitudes are shaped by multiple influences and can be modified through effective persuasion.

Main Body

A. Factors That Shape Attitudes

1. Social Learning:
   • Attitudes are influenced by observing others’ behaviors, especially during childhood.
   • Example: Children adopting parental views on politics or religion.
2. Cultural Factors:
   • Cultural norms, traditions, and values shape attitudes toward social roles, behaviors, and beliefs.
   • Example: Variations in attitudes toward gender roles across cultures.
3. Personality Traits:
   • Personality influences attitudes through traits like empathy, openness, or extraversion.
   • Example: Empathetic individuals often support humanitarian causes.
4. Personal Experiences:
   • Positive or negative life events influence attitudes.
   • Example: A negative childhood interaction with a dog shaping a fear-based attitude toward animals.

B. Persuasion to Modify Attitudes

1. Credible Sources:
   • Trustworthy messengers are more effective in persuading individuals.
   • Example: Netaji Bose’s slogan inspired freedom fighters.
2. Effective Messaging:
   • Emotional and relatable campaigns can resonate deeply.
   • Example: “Do Boond Zindagi Ki” in the polio eradication campaign.
3. Appropriate Channels:
   • Personal interactions or impactful media can enhance persuasion.
   • Example: Swachh Bharat Abhiyan’s success due to Swachhagrahis’ personal outreach.
4. Audience-Centric Approach:
   • Messages tailored to specific demographics or traits are more persuasive.
   • Example: Amul’s relatable advertising through the iconic butter girl.

Conclusion

• Summarize that attitudes are shaped by various social, cultural, personal, and experiential factors.
• Highlight how persuasion, through credible sources, effective messaging, and audience-targeted approaches, can successfully modify attitudes.