IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v26y2009i1p60-68.html
   My bibliography  Save this article

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

Author

Listed:
  • Gopinath, Mahesh
  • Nyer, Prashanth U.

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.

Suggested Citation

  • Gopinath, Mahesh & Nyer, Prashanth U., 2009. "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 proximi," International Journal of Research in Marketing, Elsevier, vol. 26(1), pages 60-68.
    • Handle: RePEc:eee:ijrema:v:26:y:2009:i:1:p:60-68
    DOI: 10.1016/j.ijresmar.2008.08.003
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811608000839
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2008.08.003?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Bearden, William O & Netemeyer, Richard G & Teel, Jesse E, 1989. "Measurement of Consumer Susceptibility to Interpersonal Influence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(4), pages 473-481, March.
    2. Becherer, Richard C & Richard, Lawrence M, 1978. "Self-Monitoring as a Moderating Variable in Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(3), pages 159-162, December.
    3. Schumann, David W & Petty, Richard E & Clemons, D Scott, 1990. "Predicting the Effectiveness of Different Strategies of Advertising Variation: A Test of the Repetition-Variation Hypotheses," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 192-202, September.
    4. Wells, Rachael E. & Iyengar, Sheena S., 2005. "Positive illusions of preference consistency: When remaining eluded by one's preferences yields greater subjective well-being and decision outcomes," Organizational Behavior and Human Decision Processes, Elsevier, vol. 98(1), pages 66-87, September.
    5. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    6. David Wasieleski & Sefa Hayibor, 2008. "Breaking the Rules: Examining the Facilitation Effects of Moral Intensity Characteristics on the Recognition of Rule Violations," Journal of Business Ethics, Springer, vol. 78(1), pages 275-289, March.
    7. Gavan J. Fitzsimons & Donald R. Lehmann, 2004. "Reactance to Recommendations: When Unsolicited Advice Yields Contrary Responses," Marketing Science, INFORMS, vol. 23(1), pages 82-94, September.
    8. Ahluwalia, Rohini, 2000. "Examination of Psychological Processes Underlying Resistance to Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(2), pages 217-232, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Fong, Cher-Min & Chang, Hsing-Hua Stella & Lin, Mong-Ching & Chen, I-Hung, 2022. "Reexamining emerging market animosity toward western developed countries: A social dilemma in physical retailing consumption under normative influence," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    2. Kuester, Madlen & Benkenstein, Martin, 2014. "Turning dissatisfied into satisfied customers: How referral reward programs affect the referrer׳s attitude and loyalty toward the recommended service provider," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 897-904.
    3. Christian Hildebrand & Gerald Häubl & Andreas Herrmann & Jan R. Landwehr, 2013. "When Social Media Can Be Bad for You: Community Feedback Stifles Consumer Creativity and Reduces Satisfaction with Self-Designed Products," Information Systems Research, INFORMS, vol. 24(1), pages 14-29, March.
    4. Jong-Hyeon Kim & Jin-Woo Park, 2019. "The Effect of Airport Self-Service Characteristics on Passengers’ Perceived Value, Satisfaction, and Behavioral Intention: Based on the SOR Model," Sustainability, MDPI, vol. 11(19), pages 1-17, September.
    5. Liyi Zhang & Daomeng Guo & Xuan Wen & Yiran Li, 2022. "Effect of other visible reviews’ votes and personality on review helpfulness evaluation: an event-related potentials study," Electronic Commerce Research, Springer, vol. 22(2), pages 351-375, June.
    6. Elias Tsakas & Nikolas Tsakas & Dimitrios Xefteris, 2021. "Resisting persuasion," Economic Theory, Springer;Society for the Advancement of Economic Theory (SAET), vol. 72(3), pages 723-742, October.
    7. Sheng-Wuu Joe & Yuan-Hui Tsai & Chieh-Peng Lin & Hwa-Chun Ma & Chou-Kang Chiu, 2017. "Assessing perceived value: moderating effects of susceptibility to brand prestige and susceptibility to normative influence," Review of Managerial Science, Springer, vol. 11(3), pages 717-735, July.
    8. Pezzuti, Todd & Leonhardt, James M. & Warren, Caleb, 2021. "Certainty in Language Increases Consumer Engagement on Social Media," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 32-46.
    9. Weijters, Bert & Baumgartner, Hans & Geuens, Maggie, 2016. "The calibrated sigma method: An efficient remedy for between-group differences in response category use on Likert scales," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 944-960.
    10. Pandelaere, Mario & Briers, Barbara & Dewitte, Siegfried & Warlop, Luk, 2010. "Better think before agreeing twice," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 133-141.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Funk, Daniel C. & Haugtvedt, Curtis P. & Howard, Dennis R., 2000. "Contemporary Attitude Theory in Sport: Theoretical Considerations and Implications," Sport Management Review, Elsevier, vol. 3(2), pages 125-144, November.
    2. Rosbergen, Edward & Wedel, Michel & Pieters, Rik, 1997. "Analyzing visual attention tot repeated print advertising using scanpath theory," Research Report 97B32, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    3. Litvine, Dorian & Wüstenhagen, Rolf, 2011. "Helping "light green" consumers walk the talk: Results of a behavioural intervention survey in the Swiss electricity market," Ecological Economics, Elsevier, vol. 70(3), pages 462-474, January.
    4. Sharma, Piyush & Sivakumaran, Bharadhwaj & Marshall, Roger, 2010. "Impulse buying and variety seeking: A trait-correlates perspective," Journal of Business Research, Elsevier, vol. 63(3), pages 276-283, March.
    5. Hsiu-Li Liao & Su-Houn Liu & Chi-Wen Lin, 2013. "Information, Experience and Destination Marketing - The Influence of Interactivity on Tourism Website," Review of Economics & Finance, Better Advances Press, Canada, vol. 3, pages 58-69, August.
    6. Gonzalez-Vallejo, Claudia & Reid, Aaron A., 2006. "Quantifying persuasion effects on choice with the decision threshold of the stochastic choice model," Organizational Behavior and Human Decision Processes, Elsevier, vol. 100(2), pages 250-267, July.
    7. Sharma, Varinder M. & Klein, Andreas, 2020. "Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    8. Deepa Chandrasekaran & Raji Srinivasan & Debika Sihi, 2018. "Effects of offline ad content on online brand search: insights from super bowl advertising," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 403-430, May.
    9. Gebreselassie, Andinet Worku, 2019. "On communicating about taboo social issues in least developed countries : The case of Ethiopia," Other publications TiSEM bb35ee74-fdd7-4220-af92-5, Tilburg University, School of Economics and Management.
    10. Kim, Juran & Spielmann, Nathalie & McMillan, Sally J., 2012. "Experience effects on interactivity: Functions, processes, and perceptions," Journal of Business Research, Elsevier, vol. 65(11), pages 1543-1550.
    11. S. Siddarth & Amitava Chattopadhyay, 1998. "To Zap or Not to Zap: A Study of the Determinants of Channel Switching During Commercials," Marketing Science, INFORMS, vol. 17(2), pages 124-138.
    12. Funk, Daniel C. & James, Jeff, 2001. "The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual's Psychological Connection to Sport," Sport Management Review, Elsevier, vol. 4(2), pages 119-150, November.
    13. Huang, Ching-Yuan & Chou, Chia-Jung & Lin, Pei-Ching, 2010. "Involvement theory in constructing bloggers' intention to purchase travel products," Tourism Management, Elsevier, vol. 31(4), pages 513-526.
    14. Dailey, Lynn C. & Ülkü, M. Ali, 2018. "Retailers beware: On denied product returns and consumer behavior," Journal of Business Research, Elsevier, vol. 86(C), pages 202-209.
    15. Andrew E. Wilson & Michael D. Giebelhausen & Michael K. Brady, 2017. "Negative word of mouth can be a positive for consumers connected to the brand," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 534-547, July.
    16. repec:dgr:rugsom:97b32 is not listed on IDEAS
    17. Darima Fotheringham & Michael A. Wiles, 2023. "The effect of implementing chatbot customer service on stock returns: an event study analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(4), pages 802-822, July.
    18. Del Barrio-García, Salvador & Kamakura, Wagner A. & Luque-Martínez, Teodoro, 2019. "A Longitudinal Cross-product Analysis of Media-budget Allocations: How Economic and Technological Disruptions Affected Media Choices Across Industries," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 1-15.
    19. KUMRU Uyar & YUNUS Dursun, 2015. "Consumer Ethnocentrism And Brand Name Evaluations," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 67(1), pages 80-89, February.
    20. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    21. Stallen, Mirre & Smidts, Ale & Rijpkema, Mark & Smit, Gitty & Klucharev, Vasily & Fernández, Guillén, 2010. "Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 802-811, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:26:y:2009:i:1:p:60-68. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.