Which effect maintains the current attitude of the receiver?

The conservation effect refers to the tendency of individuals to maintain their existing attitudes when confronted with new information or persuasive messages. This process occurs because people often have a natural inclination to resist change and maintain a sense of stability in their beliefs and viewpoints. When faced with arguments or evidence attempting to alter these beliefs, individuals tend to filter or reinterpret the information in a way that aligns with their pre-existing attitudes, thereby reinforcing their current perspective.

In communication, particularly in contexts like agricultural extension, understanding the conservation effect is crucial. When extension agents provide information to farmers, knowing that these individuals might cling to established beliefs can guide the way messages are crafted and delivered. By acknowledging and addressing existing attitudes before introducing new ideas, communicators can better navigate potential resistance and facilitate a more open-minded discussion.

Other options may represent different phenomena related to attitude changes or communication strategies but do not specifically pertain to the maintenance of an existing attitude in the way the conservation effect does.