Who proposed the two-step concept of attitude change?

Correct option is A

The two-step concept of attitude change highlights how attitudes are influenced and altered in two distinct stages. This concept, often associated with Mohsin, suggests a structured process in changing pre-existing opinions or attitudes.
Key Steps:
1. Step 1: Awareness Creation - This involves exposing individuals to new information or stimuli that challenge their existing attitudes.
2. Step 2: Persuasion and Consolidation - Once awareness is created, individuals are persuaded through logical arguments or emotional appeal to adopt a new attitude.
Information Booster:
1. Mohsin's Contribution: Focused on structured approaches to attitude changes in educational and psychological contexts.
2. Likert's Contributions: Best known for the Likert scale, which measures attitudes but does not propose a two-step process for attitude change.
3. Rogers' Theory: Known for the "Diffusion of Innovations" model, focusing on the spread of new ideas rather than structured attitude change.
4. Two-Step Flow Theory: This broader media and communication theory aligns partially with the concept but emphasizes opinion leaders rather than individual psychological processes.
5. Practical Applications: This concept is used in educational psychology, advertising, and behavioral modification programs.
6. Key Distinction: Differentiates between passive exposure to information and active persuasion for attitude change.
Additional Knowledge:
· Mohsin: Known for his work in educational psychology and applied attitude modification techniques.
· Rogers: Emphasized the importance of interpersonal channels in adopting innovations rather than a step-based attitude model.
· Likert: Primarily associated with psychometric analysis and attitude measurement, not change mechanisms.
· Two-Step Flow in Communication: Often mistaken as similar but focuses on media influence and opinion leaders, diverging from Mohsin's individual psychological model.