The Effect of Public Commitment on Resistance to Persuasion: Preliminary Findings

We find that individuals who publicly declare their positions on an issue (i.e. make a public commitment) are more resistant to persuasion. The study explores the psychological processes underlying this phenomenon, in particular the role played by Attitude Certainty in mediating the effect of Public Commitment on Resistance to Persuasion. The study also finds that among the individuals who engage in public commitment, those high in the personality trait of Preference for Consistency are more likely to be resistant to counterattitudinal persuasion.



Citation:

Prashanth U. Nyer and Mahesh Gopinath (2006) ,"The Effect of Public Commitment on Resistance to Persuasion: Preliminary Findings", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 52-53.

Authors

Prashanth U. Nyer, Chapman University, USA
Mahesh Gopinath, Old Dominion University, USA



Volume

LA - Latin American Advances in Consumer Research Volume 1 | 2006



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