Question

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Answer 1

Answer:

Reason # 1. Compliance:

In compliance, the opinion is adopted publicly because of public pressure without actual inner acceptance and desire to conform to the expectations of others to avoid punishment and get rewards only. Soon after the group releases it pressure on the individual, he switches back to his initial opinion and hence, his attitude changes.

Reason # 2. Identification:

When the individual adopts the attitudes of a group of persons, like the family or near relations because of his satisfying relationship with that group this influence is called identification. Many of our basic attitudes are formed out of the support to these closely affiliated groups.

This type of social influence has its rudiments in family interaction, school, peers and playmates. As already indicated, parents transfer to their children their own attitudes, beliefs, opinions, ideas and prejudices. Besides, the school helps in the formation of political and ideological beliefs and attitudes.

Newcomb’s famous Bennington study (1958) indicates how group norm influences the development of attitude even of college students towards important public issues. New comb conducted this classic study on the students of Bennington Women’s college in the United States situated in an isolated place this small college at that time had about 250 women students who were not exposed to urban life experiences.

Reason # 3. Internalization:

Persuasive communication delivered by reliable, prestigious and trustworthy persons or by persons who claim the confidence of the person whose attitude is going to be changed can change attitude. But the persuasion must fit in with the value system and produce genuine satisfaction.

Otherwise attitude cannot be changed. The Yale University Social Psychologists like Hovland, Janis and Kelleg (1953) have made some notable experimental research on the communicator, the message transmitted and recipient (audience or subject) in the attitude change process.

“These variables closely parallel the well known persuasion who says what to whom and with what effect”, says Mann. The yale group have done a lot of work on persuasion process.

Explanation:

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