Power and Resistance to Social Influence: the Moderating Role of Attitude Certainty

Mehdi Mourali, University of Calgary, Canada
Zhiyong Yang, University of Texas at Arlington, USA
Two studies show that when attitude certainty is high, empowered consumers resist social influence by discounting others’ opinions. When attitude certainty is low, however, they intentionally diverge from others’ opinions. This reactant response seems to be triggered by a decrease in confidence in empowered consumers’ sense of power.
[ to cite ]:
Mehdi Mourali and Zhiyong Yang (2013) ,"Power and Resistance to Social Influence: the Moderating Role of Attitude Certainty", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.