Explain the procedures of attitude formation — classical conditioning, instrumental conditioning, observational learning and want-satisfaction. Suggest how each route can be used in a public-health vaccine confidence campaign.

Definition: Attitudes form through four well-mapped psychological routes — classical conditioning (stimulus pairing), instrumental conditioning (reward and punishment reinforcement), observational learning (Bandura's social modelling) and want-satisfaction (utility appraisal).

Illustration: A public-health vaccination campaign can deploy all four. Classical conditioning pairs the vaccination booth with familiar trusted symbols — the ASHA worker's saree and the panchayat banner. Instrumental conditioning offers reinforcement through Mission Indradhanush's certificates and incentive payments to ASHAs. Observational learning uses respected figures — Amitabh Bachchan's polio appeals, K.K. Shailaja's televised first-dose. Want-satisfaction frames the vaccine in terms of school re-enrolment and travel freedom, linking the act to felt utility. Combined, the four routes converted India's polio refusal pockets into 99 per cent coverage by 2014. The Pulse Polio experience under Operation MITHC remains the canonical Indian template.

Application: The COVID-19 vaccination drive's CoWIN-plus-celebrity-plus-incentive model operationalised the same fourfold structure, achieving 2.2 billion doses by 2023.