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Anticipated Group Interaction: Coping with Valence Asymmetries in Attitude Shift

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  • Adam Duhachek
  • Shuoyang Zhang
  • Shanker Krishnan

Abstract

Many consumer decisions are influenced by social interactions with other consumers. This research proposes that negative group information induces asymmetric effects on individual attitudes toward a product, depending on anticipated group interaction as a moderating variable. More specifically, negative group information is expected to induce more attitude change on consumers who hold positive attitudes. However, an opposite pattern of results is predicted when consumers anticipate discussing their product attitude with a group. Namely, negative group information should stimulate more attitude change on consumers who hold negative attitudes. In two experiments, we show reliable support for this interaction between individual attitude valence, group attitude valence, and anticipated group interaction. We also provide evidence in support of the theoretically predicted mechanism responsible for these effects. Implications for the emerging consumer literatures on valence asymmetry and anticipated group interaction are discussed. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Adam Duhachek & Shuoyang Zhang & Shanker Krishnan, 2007. "Anticipated Group Interaction: Coping with Valence Asymmetries in Attitude Shift," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(3), pages 395-405, June.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:3:p:395-405
    DOI: 10.1086/518543
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    Cited by:

    1. Sungwoo Choi & Anna S. Mattila, 2018. "The Effect of Experience Congruity on Repurchase Intention: The Moderating Role of Public Commitment," Service Science, INFORMS, vol. 10(2), pages 124-138, June.
    2. Diletta Acuti & Laura Grazzini & Valentina Mazzoli & Gaetano Aiello, 2019. "Stakeholder engagement in green place branding: A focus on user‐generated content," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(2), pages 492-501, March.
    3. Han, Qi & Dellaert, Benedict G.C. & Raaij, W. Fred van & Timmermans, Harry J.P., 2014. "Publicly announced access recommendations and consumers' service time choices with uncertain congestion," Journal of choice modelling, Elsevier, vol. 10(C), pages 1-10.
    4. Mukherjee, Ashesh & Burnham, Thomas & King, Dan, 2021. "Anticipated firm interaction can bias expressed customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

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