Data... the 'Hard' & 'soft' of It: Impact of Embodied Metaphors on Attitude Strength
Traditional research shows that strong attitudes result from elaboration. We posit that attitude strength can come about from non-elaborative processes as well, depending on certain embodied states. We show that incidental bodily experiences that influence one's perceptions of 'information quality' (e.g. 'hard vs soft' data) affect attitude strength.
Sunaina Shrivastava, Gaurav Jain, JaeHwan Kwon, and Dhananjay Nayakankuppam (2018) ,"Data... the 'Hard' & 'soft' of It: Impact of Embodied Metaphors on Attitude Strength", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 314-317.
Sunaina Shrivastava, University of Iowa, USA
Gaurav Jain, Rensselaer Polytechnic Institute
JaeHwan Kwon, Baylor University
Dhananjay Nayakankuppam, University of Iowa, USA
NA - Advances in Consumer Research Volume 46 | 2018
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