Impact of Age on Repeat Choice and Attitude Certainty

Raphaëlle Lambert-Pandraud, ESCP-Europe, France
Gilles Laurent, HEC Paris, France
David Dubois, Northwestern University, USA
Derek Rucker, Etienne Mullet, Northwestern University, USA; Ecole pratique des Hautes Etudes, France
What is the impact of age on attitude certainty? Visser and Krosnick (1998) observe an inverted U-shaped impact of age on attitude strength: Compared to mature respondents (40 to 60), older respondents are more likely to change their attitude following counter-argumentation. This is in contrast with results on brand choice, in which older consumers have a higher probability of repeating the same choice. To explore this apparent contradiction, we contrast rooted attitudes that respondents have developed over the years (political attitudes leading to voting intentions at a presidential election) against rootless attitudes developed online about a previously unknown topic.
[ to cite ]:
Raphaëlle Lambert-Pandraud, Gilles Laurent, David Dubois, and Derek Rucker, Etienne Mullet (2010) ,"Impact of Age on Repeat Choice 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: 560-561 .