The Influence of Confirmatory Reasoning on Extremeness Aversion

Attractive confirmation increases self-confidence, provides reassurance and reduces sense of uncertainty. This confirmatory reasoning aimed to reach a consistent and readily justifiable decision. We predict that confirmation can either enhance self-confidence or decrease the sense of uncertainty in decision making. Moreover, low self-confidence and uncertainty would result in extremeness aversion.



Citation:

Yin-Hui Cheng, Chia-Wen Hsu, Chao-Feng Lee, and Lun-Chuan Lin (2014) ,"The Influence of Confirmatory Reasoning on Extremeness Aversion", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 777-777.

Authors

Yin-Hui Cheng, National Taichung University of Education, TAIWAN
Chia-Wen Hsu, National Chung Cheng University, TAIWAN
Chao-Feng Lee, National Chung Cheng University, TAIWAN
Lun-Chuan Lin, National Chung Cheng University, TAIWAN



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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