The Curvilinear Relationship Between Attitude Certainty and Attitudinal Advocacy

Three studies uncover a curvilinear relationship between attitude certainty and advocacy behavior. People advocate on behalf of their attitudes when they have very high or low (vs. more moderate) certainty. High certainty builds perceived argumentation efficacy, whereas low certainty induces compensatory motives that can be attenuated via self-affirmation interventions.


Lauren Cheatham and Zakary Tormala (2015) ,"The Curvilinear Relationship Between Attitude Certainty and Attitudinal Advocacy", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 28-33.


Lauren Cheatham, Stanford University, USA
Zakary Tormala, Stanford University, USA


NA - Advances in Consumer Research Volume 43 | 2015

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