The Role of Self-Affirmation in Consumer Persuasion

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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

When News Gets Personal: The Evolution of Content in the Successive Retelling of Events

Shiri Melumad, University of Pennsylvania, USA
Yoon Duk Kim, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Ani Nenkova, University of Pennsylvania, USA

Read More

Featured

The Effects of Breadth of Product Categories on Budgeting

An Tran, University of La Verne
John Lynch, University of Colorado, USA

Read More

Featured

Contagion and Product Physicality A Study of Consumer Response to Recycled-Content Products

Qizhou Wang, University of Connecticut, USA
David Norton, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
William T. Ross, Jr., 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.