Perspective-Taking and Self-Persuasion: Why “Putting Yourself in Their Shoes” Reduces Openness to Attitude Change
Three studies (N = 2,734) show that perspective-taking backfires in the context of self-persuasion. When people take the perspective of others with opposing views, opposing morals and values are brought to mind, which reduces receptiveness and openness to attitude change. Remedies and implications for consumer behavior are discussed.
Citation:
Rhia Catapano, Zakary Tormala, and Derek Rucker (2019) ,"Perspective-Taking and Self-Persuasion: Why “Putting Yourself in Their Shoes” Reduces Openness to Attitude Change", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 105-110.
Authors
Rhia Catapano, Stanford University, USA
Zakary Tormala, Stanford University, USA
Derek Rucker, Northwestern University, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents
Kimberley Mosher Preiksaitis, Siena College
Featured
Consumer Perceptions of Environmental ‘Win-Wins’
Tamar Makov, Yale University, USA
George Newman, Yale University, USA
Featured
The Impact of Anthropomorphized Cute Brands on Consumer Preferences for Distinctive and Majority-Endorsed Products
Marina Puzakova, Lehigh University
Nevena T Koukova, Lehigh University