Fostering Advocacy: How the Underlying Constructs of Attitude Certainty Affect Persuasion Intentions

Lauren Cheatham, Stanford University, USA
Zakary Tormala, Stanford University, USA
The present research suggests that while attitude certainty plays a large role in advocacy, it is the underlying construct of attitude correctness, not clarity, which really drives the effect. Across three studies we show that attitude correctness is a strong predictor of advocacy while attitude clarity is not.
[ to cite ]:
Lauren Cheatham and Zakary Tormala (2014) ,"Fostering Advocacy: How the Underlying Constructs of Attitude Certainty Affect Persuasion Intentions ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 428-429.