The effect of public commitment on resistance to persuasion: The influence of attitude certainty, issue importance, susceptibility to normative influence, preference for consistency and source proximity

Mahesh Gopinath and Prashanth U. Nyer

International Journal of Research in Marketing, 2009, vol. 26, issue 1, 60-68

Abstract: This study investigates the effect of public commitment on resistance to persuasion and on the roles played by attitude certainty, issue importance, susceptibility to normative influence (SNI), preference for consistency (PFC), and the proximity of the source of counter-attitudinal information in influencing the relationship between public commitment and resistance to attitude change. Using two studies based on experimental design, we confirm the moderating roles of SNI and reference group proximity as well as the mediating roles of attitude certainty and issue importance. Marketing implications are also discussed.

Keywords: Attitude change; Public commitment; SNI; PFC (search for similar items in EconPapers)
Date: 2009
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0167811608000839
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:26:y:2009:i:1:p:60-68

DOI: 10.1016/j.ijresmar.2008.08.003

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().