Assertion (A): An attitude is a learned pre-disposition to react to objects favourably or negatively, in advertising. Reason (R): Normally attitude change has been seen as the precursor to behaviour (A) Both (A) and (R) are true. (B) Both (A) and (R) are true, but (R) is not the correct explanation of (A). (C) (A) is true, but (R) is false. (D) (A) is false, but (R) is true. Correct Ans: (A) Explanation:In advertising, attitude plays a central role in shaping how people respond to products and messages. It acts as a learned predisposition—meaning people develop positive or negative responses toward objects based on experience, exposure, and context. This makes the assertion true. People don’t just react randomly. Instead, they rely on previously formed attitudes to decide how they feel about a product or brand. Now, let’s examine the reason. Experts in consumer psychology and advertising agree that attitude change often leads to behavior change. This concept explains why ads try to reshape beliefs and emotional responses before asking for action. For instance, if an ad changes how someone feels about a brand, it may lead them to buy it later. So, the reason is also true. Together, both statements connect well. Changing a consumer's attitude—through emotional appeal, logic, or repetition—often sets the stage for them to change their behavior. This idea forms the backbone of persuasive advertising campaigns across industries. Moreover, theories like the Hierarchy of Effects Model support this sequence: awareness → interest → attitude change → behavior. Although not every attitude shift results in action, it’s still a necessary step in most decision-making paths. In conclusion, both the assertion and the reason are valid. They reflect how advertising works on the psychological level—by first shaping how we feel, and then influencing what we do