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The Role of Arousal in Commitment: An Explanation for the Number of Counterarguments

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  • Sekar Raju
  • H. Rao Unnava

Abstract

This article identifies arousal as the motivating variable that helps high commitment consumers generate more counterarguments resulting in resistance to attitude change. Two studies examine the role of arousal on high and low commitment participants. In the first study, arousal is externally manipulated, and the effects of increased arousal are examined for high and low commitment participants. In study 2, the effect of sufficient versus insufficient elaboration on a message is examined in the context of arousal reduction. The relationship between the two types of arousal-tense and energy-is also examined. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Sekar Raju & H. Rao Unnava, 2006. "The Role of Arousal in Commitment: An Explanation for the Number of Counterarguments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(2), pages 173-178, August.
    • Handle: RePEc:oup:jconrs:v:33:y:2006:i:2:p:173-178
    DOI: 10.1086/506298
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    Cited by:

    1. John Lipinski & Michael F. Walsh & Laura M. Crothers, 2011. "Brand communities: influencing organisations' identities and their perception of the business environment," International Journal of Business Environment, Inderscience Enterprises Ltd, vol. 4(4), pages 363-377.
    2. Yan, Li & Murray, Kyle B., 2023. "The motivational dynamics of arousal and values in promoting sustainable behavior: A cognitive energetics perspective," International Journal of Research in Marketing, Elsevier, vol. 40(3), pages 679-699.
    3. Omar Merlo & Andreas B. Eisingerich & Wayne D. Hoyer, 2024. "Immunizing customers against negative brand-related information," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 140-163, January.

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