It’S Not Just the Speed That Counts: Perceived Evaluation Duration and Attitude Certainty

Zakary Tormala, Stanford University, USA
Marlone Henderson, University of Texas at Austin, USA
Joshua Clarkson, Indiana University, USA
Past research suggests that the faster one can generate an attitude, the more certain one will be of that attitude. Three studies demonstrate the malleability of this effect, revealing that the link between perceived evaluation duration and certainty depends on whether people are forming or expressing their attitudes, whether the attitude object is familiar or unfamiliar, and whether people hold the lay theory that fast or slow judgments are more rational. In short, perceiving fast (slow) evaluation increases certainty when people express (form) their attitudes, view the object as familiar (unfamiliar), and believe that quick (slow) judgments are more rational.
[ to cite ]:
Zakary Tormala, Marlone Henderson, and Joshua Clarkson (2010) ,"It’S Not Just the Speed That Counts: Perceived Evaluation Duration and Attitude Certainty", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 187-190 .