The Failure to Transmit Certainty: Causes, Consequences, and Remedies

Little is known about how consumers share or transmit certainty in their attitudes to one another, despite the recognized importance of attitude certainty in influencing behavior. This research proposes that certainty, as a secondary cognition, is less accessible to consumers and thus more susceptible to being lost in transmission compared to attitudes, which are primary cognitions. Across experiments, consumers failed to communicate their certainty when sharing their opinions with one another and this was due to lower accessibility of certainty. Implications for understanding the transmission of certainty, as well as remedies for increasing its likelihood of transmission, are presented.



Citation:

Derek Rucker and David Dubois (2009) ,"The Failure to Transmit Certainty: Causes, Consequences, and Remedies", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 68-71.

Authors

Derek Rucker, Northwestern University, USA
David Dubois, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Ineffective Altruism: Giving Less When Donations Do More

Joshua Lewis, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA

Read More

Featured

Changes in Social Values in the United States – 1976-2017: Is a New Age of Tribalism Emerging?

Eda Gurel-Atay, Independent Researcher
Johnny Chen, University of Oregon, USA
Wang Suk Suh, University of Oregon, USA
Lynn R. Kahle, University of Oregon, USA

Read More

Featured

Intentionally “Biased”: People Purposefully Use To-Be-Ignored Information, But Can Be Persuaded Not To

Berkeley Jay Dietvorst, University of Chicago, USA
Uri Simonsohn, University of Pennsylvania, 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.