The Influence of Public Commitment on Resistance to Attitude Change: an Investigation Into the Psychological Processes.
This research investigates the effect of public commitment on resistance to persuasion, and the effect of attitude certainty, susceptibility to normative influence (SNI) and preference for consistency (PFC) on resistance to attitude change after making a public commitment to their attitude. Two studies measure the initial attitude of subjects along with their attitude certainty, SNI and PFC. Attitude change is measured after exposure to counter attitudinal information. Subjects who made a commitment in public became more confident in their evaluations and more resistant to attitude change. SNI and PFC also increase resistance to persuasion under conditions of public commitment.
Citation:
Mahesh Gopinath and Prashanth Nyer (2009) ,"The Influence of Public Commitment on Resistance to Attitude Change: an Investigation Into the Psychological Processes.", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 58-59.
Authors
Mahesh Gopinath, Old Dominion University, USA
Prashanth Nyer, Chapman University, USA
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009
Share Proceeding
Featured papers
See MoreFeatured
The Effects of Glossy Versus Matte Imagery on Consumers’ Decision Making
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
Featured
G4. That's So Sweet: Baby Cuteness Semantically Activates Sweetness to Increase Sweet Food Preference
Shaheer Ahmed Rizvi, University of Alberta, Canada
Sarah G Moore, University of Alberta, Canada
Paul Richard Messinger, University of Alberta, Canada
Featured
L4. Attentional Breadth Moderates the Effect of Store Environments on Product Evaluation
Oliver B. Büttner, University of Duisburg-Essen
Benjamin G. Serfas, University of Duisburg-Essen
Daria Euler, University of Duisburg-Essen
Mathias Clemens Streicher, University of Innsbruck, Austria