The Surprising Effects of Attitude Certainty on Advocacy and Advocacy Receptivity

Two studies examine differences in the advocacy messages people generate when they feel certain versus uncertain. We find that people write more open, less forceful messages when they feel uncertain compared to certain, and that this can make their messages more persuasive under specifiable conditions.


Lauren Cheatham and Zakary Tormala (2017) ,"The Surprising Effects of Attitude Certainty on Advocacy and Advocacy Receptivity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 152-157.


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


NA - Advances in Consumer Research Volume 45 | 2017

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