Building Attitude Certainty to Promote Attitude Change

Joshua Clarkson, University of Florida, USA
Zakary Tormala, Stanford University, USA
Derek D. Rucker, Northwestern University, USA
Past research and conventional wisdom suggest that increasing attitude certainty reduces peoples’ openness to change. The present research challenges this view, suggesting that in some contexts persuaders can promote change by increasing the certainty with which target attitudes are held. Several experiments using classic persuasion paradigms demonstrate this effect.
[ to cite ]:
Joshua Clarkson, Zakary Tormala, and Derek D. Rucker (2011) ,"Building Attitude Certainty to Promote Attitude Change", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.