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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

G13. Odor Priming and Product Preferences: When Smells Regulate Preferences for Semantically-Congruent Products and Brands

Ramona De Luca, EAESP-FGV
Delane Botelho, EAESP-FGV

Read More

Featured

Unintended Customer Consequences of Corporate Lobbying

Gautham Vadakkepatt, George Mason University
Kelly Martin, Colorado State University
Neeru Paharia, Georgetown University, USA
Sandeep Arora, University of Manitoba, Canada

Read More

Featured

B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust

Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.