Building Attitude Certainty to Promote Attitude Change

Past research and conventional wisdom suggest that increasing attitude certainty reduces peoples’ openness to change. The present research challenges this view, suggesting that in some contexts persuaders can promote change by increasing the certainty with which target attitudes are held. Several experiments using classic persuasion paradigms demonstrate this effect.


Joshua Clarkson, Zakary Tormala, and Derek D. Rucker (2011) ,"Building Attitude Certainty to Promote Attitude Change", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Joshua Clarkson, University of Florida, USA
Zakary Tormala, Stanford University, USA
Derek D. Rucker, Northwestern University, USA


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


Two-By-Two: Categorical Thinking About Continuous Bivariate Data

Bart de Langhe, ESADE Business School, Spain
Philip M. Fernbach, University of Colorado, USA
Julie Schiro, University College Dublin

Read More


Shopping for Freedom: Moroccan Women's Experience in Supermarkets

Delphine Godefroit-Winkel, Toulouse Business School, Casablanca Campus
lisa penaloza, Kedge Business School
Sammy Kwaku Bonsu, Ghana Institute of Management and Public Administration

Read More


Brand Fan(atic)s: When Excessive Brand Loyalty Sends the Wrong Signal

Isabelle Engeler, IESE Business School
Kate Barasz, IESE Business School

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.