The Role of Self-Affirmation in Consumer Persuasion



Pablo Briñol

Universidad Autónoma de Madrid


Richard E. Petty

Ohio State University


Ismael Gallardo

Universidad Autónoma de Madrid


Kenneth G. DeMarree

Ohio State University



Contemporary research has shown that self-affirmation can undermine resistance to persuasion. The present research suggests a new explanation for this phenomenon based on the idea that self-affirmation leads to self-confidence, and this confidence can play different roles, affecting attitude change by different psychological mechanisms. Specifically, self-affirmation will affect people’s motivation to think about an ad when it is presented before reading it, or will affect the validity of participant’s own cognitive responses when induced after they receive a message. Consequently, self-affirmation can enhance or reduce consumer persuasion and, like many other variables, can play multiple roles in persuasion.


Pablo Briñol, Richard Petty, and Ismael Gallardo,Kenneth DeMarree (2006) ,"The Role of Self-Affirmation in Consumer Persuasion", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 509-510.


Pablo Briñol, Universidad Autónoma de Madrid - Ohio State University
Richard Petty, Ohio State University
Ismael Gallardo,Kenneth DeMarree, Universidad Autónoma de Madrid ,Ohio State University


NA - Advances in Consumer Research Volume 33 | 2006

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