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



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