Which type of communication effect leads to a shift in an existing attitude toward a neutral position?

The correct answer is neutralization, which refers to a communication effect that leads to a shift in an existing attitude toward a neutral position. In the context of communication and behavior change, neutralization occurs when messages or information are delivered in such a manner that they soften or diminish strong existing opinions or feelings.

This could happen in agricultural extension when trying to communicate new practices or technologies to farmers who might have preconceived notions or resistance based on previous experiences. By effectively neutralizing these attitudes, it paves the way for openness and receptiveness to new ideas, driving progressive changes.

Other concepts like boomerang, conservation, and conversation involve different dynamics and outcomes in communication. Boomerang effects typically result in strengthening the original attitude rather than shifting it towards neutrality. Conservation refers to maintaining existing attitudes or behaviors, while conversation implies a dialogue that may not necessarily result in a shift toward neutrality. Thus, neutralization distinctly captures the essence of modifying attitudes toward a neutral stance.