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Great arguments matter, but they are only one component. Other factors such as the persuader’s credibility and their ability to create a mutually beneficial position for themselves and the audience is key to achieving attitudinal change. Discuss.

Topic: social influence and persuasion.

7. Great arguments matter, but they are only one component. Other factors such as the persuader’s credibility and their ability to create a mutually beneficial position for themselves and the audience is key to achieving attitudinal change. Discuss. (150 words)

Difficulty level: Easy

Reference: A Practical approach to Ethics Integrity & Aptitude by DK Balaji

Why the question:

The question is part of the static syllabus of General studies paper – 4 and part of ‘Conceptual Tuesdays’ in Mission-2022 Secure.

Key Demand of the question:

To write about how Persuasive communication leads to the change in the attitude.

Directive word: 

Discuss – This is an all-encompassing directive – you must debate on paper by going through the details of the issues concerned by examining each one of them. You must give reasons for both for and against arguments.

Structure of the answer:

Introduction:

Begin the answer by defining persuasion.

Body:

In detail, bring out the various components which are a part of the process to bring about the attitude change.

Source of the message (Person or institution): Credibility and Attractiveness.

Content of the message – Suggestion, Use of primacy and recency effect.

Receiver of the message – Influenceability, Selective attention and interpretation.

Substantiate with examples.

Write about the impediments to it and suggest steps to overcome them.

Conclusion:

Summarize the role of persuasion.