Change Through Attitudes

Behavioural change through attitude measure
Multiple attitudes held toward different objects at different levels of specificity can impact the likelihood that any behavior is committed (Petty, Baker, and Gleicher, 1991). Attitudes are most frequently measured using some type of direct self-report procedure such as asking a person how favorable or unfavorable and positive or negative they are toward some object or behavior
The success of a persuasive attempt is then measured by assessing change in the attitudes targeted. Change can be assessed in either a pre-post design or by comparing the attitudes of individuals who have and who have not received some persuasion treatment (Campbell and Stanley, 1964).
Qualitative dimensions of the Message

The PSAs aims at getting the people to act on which can be further extended to certain attitudinal and behavioural change. Its purpose is to advocating to others, trying to practice, knowledge savvy and to be entertained. Some PSA ads use celebrity spokespersons to get noticed. Others attempt to appeal to the masses through describing risks and issues. Main functions of PSA are information concerning social issues and patterning new behaviours. PSAs are constantly attempting to persuade people for leaving pro-social behaviour like fast driving or violence against women etc. These are sensitive form of advertisements that has necessitated reaching the people and creating change to reflect important social problems faced by them. These are designed to inform or induce certain behaviours in precise audiences, usually for noncommercial profit using mass media-approaches (Rice &Atkin, 1989).
PSAs serve two important functions to the society. The first function of PSA is to inform, educate and raise people’s awareness about certain societal issues (Borzekowski & Poussaint, 1999; O’Keefe & Reid, 1990). The subsequent is to influence audiences’ attitude toward critical issues and induce some behavioral changes (Borzekowski & Poussaint,

and even to tell people about the steps to be taken in case of crisis such as a cyclone or an earthquake. In addition, it can also be made to hammer family values, to prevent the youth from joining gangs or for any other purpose. Despite considerable progress in recent years, a variety of theoretical and practical challenges and tensions remain to be addressed. Future research is needed to better understand the issues pertaining to campaign design, implementation, and resource allocation outlined in this