D11. a Hidden Cost of Advocating: Attitude Depolarization After Recommending
The consequences of word-of-mouth recommendations on advocators themselves have largely been neglected in consumer research. The current work demonstrates paradoxical effects of advocacy on consumer attitudes, by illustrating reduced-level product evaluations following a consumer word-of-mouth episode. The results demonstrate a self-persuasion theory-based depolarization effect, mediated by metacognitive processing.
Ravini Savindya Abeywickrama, Gergely Nyilasy, and Simon M. Laham (2018) ,"D11. a Hidden Cost of Advocating: Attitude Depolarization After Recommending", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 897-897.
Ravini Savindya Abeywickrama, University of Melbourne, Australia
Gergely Nyilasy, University of Melbourne, Australia
Simon M. Laham, University of Melbourne, Australia
NA - Advances in Consumer Research Volume 46 | 2018
A Rational Model to Predict Consumers’ Irrational Behavior
Vahid Rahmani, Rowan University
Doing Worse but Feeling Better: Consequences of Collective Choice
Nuno Jose Lopes, University of Navarra
Elena Reutskaja, IESE Business School
Stigmatization of a Cultural Ritual
Ingeborg Astrid Kleppe, Norwegian School of Economics and Business Administration, Norway
Natalia Maehle, Western Norway University of Applied Sciences
Cele Otnes, University of Illinois at Urbana-Champaign, USA