Attitudes and Attitude Change (Frontiers of Social Psychology) by Unknown

Author:Unknown
Language: eng
Format: mobi
Tags: Behavioral Sciences
Publisher: Taylor and Francis
Published: 2011-07-20T14:00:00+00:00

It should be noted that the increase in attitude certainty we have observed in these studies has proven consequential for other evaluative outcomes. In line with previous attitude certainty findings, we have found that when people become more certain of their attitudes after resisting persuasion, their attitudes become more predictive of behavioral intentions and more resistant to subsequent persuasive attacks delivered later in the experimental session (Tormala & Petty, 2002, 2004c). Thus, when it seems that a persuasive message simply has been unsuccessful because the message recipient resists it, that message actually might have been counterproductive. Specifically, to the extent that message recipients think the message (or source) they have resisted is strong (or expert), resisted messages can backfire by making the recipients more certain than ever about their attitudes, more likely to base their behavior on those attitudes, and more likely to defend those attitudes against later, even stronger, attacks. People’s positive appraisals of their own resistance, then, can strengthen their attitudes.

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