(a) Discuss the importance and applications of ecological theory for programme implementation of saving the girl child. (15…

(a) Ecological theory: importance and applications for saving the girl child

Bronfenbrenner (1979) holds that a child develops within nested systems, so one-level interventions fail. Son preference is not only a parental attitude; it is sustained by family, community, institutions and law together. This is why ecological theory suits the Beti Bachao Beti Padhao scheme (launched 22 January 2015 at Panipat), which aimed to reverse the fall in the child sex ratio (918 in Census 2011). Importance: it maps every level where bias operates, shows that sex-selective abortion, neglect and school dropout are linked, and guides multi-sectoral convergence of health, education and women and child development. Microsystem: counsel parents and grandparents, promote girls' nutrition and schooling, and Sukanya Samriddhi savings. Mesosystem: link Anganwadi, school, health worker and family, for example Anganwadi-parent meetings and school enrolment drives. Exosystem: indirect settings such as Panchayats, self-help groups, doctors and media; sting operations and monitoring of ultrasound clinics under the PC-PNDT Act, 1994. Macrosystem: cultural norms of dowry and patriliny, addressed by media campaigns and legal enforcement. Chronosystem: change over time; sex ratio at birth rose from 919 (NFHS-4) to 929 (NFHS-5). Limit: coordinating many departments is difficult, and norm change is slow.

(b) Bandura's theory for understanding criminal behaviour

Bandura's social learning (later social cognitive) theory holds that aggression and criminality are learned by observation, not only by direct reward. Step 1: Modelling. In the Bobo doll studies (Bandura, Ross and Ross, 1961, 1963), children who saw an adult, or a filmed adult, hit the doll imitated the violence. Models for crime are family members, deviant peers and violent media. Step 2: Four processes: attention, retention, reproduction and motivation. A person must notice the act, remember it, be able to perform it and expect a reward. Step 3: Reinforcement. External rewards, vicarious reinforcement (seeing others gain without punishment) and self-reinforcement raise the chance of imitation. Step 4: Reciprocal determinism. Person, behaviour and environment influence each other, so a delinquent peer group and the youth's own beliefs strengthen each other. Step 5: Moral disengagement (Bandura, 1986, 1999). Offenders switch off self-censure through moral justification, euphemistic labelling, advantageous comparison, displacement or diffusion of responsibility, distorting consequences, dehumanising or blaming the victim. Example: a youth who sees a neighbourhood gang leader earn money and respect without punishment, and who calls extortion "protection", is likely to copy him. Limit: the theory under-weights biological and genetic factors.

(c) Applications of psychological principles in marketing, with Indian illustrations

Marketing applies psychology to attract attention, form attitudes and drive purchase. Perception and attention: distinctive, repeated cues make a brand stand out. Amul's topical hoardings (since 1966) keep the brand salient. Learning: classical conditioning pairs a product with positive emotion, as Cadbury Dairy Milk does with "Kuch meetha ho jaye". Operant reinforcement and the foot-in-the-door technique worked for Reliance Jio's free Welcome Offer (2016), which built a data habit before paid plans began. Motivation: ads target needs such as security, belonging and esteem; Tanishq and Surf Excel appeal to family bonds and care. Attitude and persuasion: Petty and Cacioppo's Elaboration Likelihood Model separates the central route (argument, as in Tata Tea's Jaago Re voter-awareness campaign, 2008) from the peripheral route (celebrity cues, such as film or cricket stars endorsing products). Social influence: Cialdini's scarcity and social proof, as in "limited-time" festive sale counters at Flipkart and Amazon, and best-selling labels. Pricing and cognition: charm pricing (₹99) and sachet packs, as with CavinKare's Chik shampoo, lower the felt cost for low-income buyers. Consumer segmentation: rural and urban buyers differ in values, so Hindi and regional-language messages work better in villages. Ethical limit: psychological targeting can manipulate children and vulnerable buyers, so regulation such as the ASCI code and the Consumer Protection Act, 2019 is needed.