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
Consumer Perceptions of Environmental ‘Win-Wins’
Tamar Makov, Yale University, USA
George Newman, Yale University, USA
Pangs from Persuasion: When Recommendations Undermine Consumers’ Social Worth
Suzanne Galia Rath, Queens University, Canada
Laurence Ashworth, Queens University, Canada
Nicole Robitaille, Queens University, Canada
Stacy Wood, North Carolina State University