Consumer conviction and commitment: An appraisal‐based framework for attitude certainty
Open accessAbstract
This paper explores consumers' commitment to and conviction about their beliefs in the form of attitude certainty. Based on a review of past research, we present a new framework for understanding attitude certainty and how consumers' attitude certainty is shaped by their resisting or yielding to persuasive messages, or even by their reflections on the evidence supporting their attitudes. We propose that attitude certainty is formed and changed largely through an attribution‐based reasoning process linked to a finite set of distinct appraisals. Our framework is used to both organize past research and offer guidance for future research endeavors. In addition, we distinguish our framework of appraisal‐based attitude certainty from past models in attitudes and persuasion research that have referenced or taken note of the attitude certainty construct. Implications and future directions for the study of consumer behavior are discussed.
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Behavioural change occurs when people feel confident about their attitudes.
“This occurs when people feel confident about their attitudes 155 .”
From Using social and behavioural science to support COVID-19 pandemic response (2020) · cites this paper as [155]
The ‘Attitude Certainty and Attitude Strength’ section says that attitudes held with high certainty are more likely to influence behavior and better predict actual participation. It does not establish that feeling confident about an attitude causes a change in behavior. Page numbers are unavailable in our copy. (LLM, conf=0.83)
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Self-citationWhen increased confidence yields increased thought: A confidence-matching hypothesis
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Does Fast or Slow Evaluation Foster Greater Certainty?
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Self-citationBeyond attitude consensus: The social context of persuasion and resistance
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Self-citationImplicit Ambivalence: A Meta-Cognitive Approach
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Self-citationResisting Persuasion by Illegitimate Means: A Metacognitive Perspective on Minority Influence
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Self-citationThe Effect of Certainty on Consensus Judgments
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The Effects of Minority/Majority Source Status on Attitude Certainty: A Matching Perspective
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Self-citationSurvival and Change in Judgments: A Model of Activation and Comparison
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Using social and behavioural science to support COVID-19 pandemic response
Bavel, J. J. V., Baicker, K., Boggio, P. S., Capraro, V., Cichocka, A., Cikara, M., Crockett, M. J., Crum, A. J., Douglas, K. M., Druckman, J. N., et al. (2020) · Nature Human Behaviour · doi:10.1038/s41562-020-0884-z · Cited by 4,964 · see citing works
Self-citationEmotion and persuasion: Cognitive and meta-cognitive processes impact attitudes
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Self-citationCertainty in Language Increases Consumer Engagement on Social Media
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Self-citationMaking it moral: Merely labeling an attitude as moral increases its strength
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Self-citationThe Curvilinear Relationship Between Attitude Certainty and Attitudinal Advocacy
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Self-citation
- Authors
- Rucker, D. D., Tormala, Z. L., Petty, R. E., & Briñol, P.
- Affiliations
- Northwestern University (US)
- Stanford University (US)
- The Ohio State University (US)
- Universidad Autónoma de Madrid (ES)
- Corresponding author
- Rucker, Derek D.
- Venue
- Journal of Consumer Psychology
- Publisher
- Wiley
- Published
- 2013-07-13
- Volume
- 24
- Issue
- 1
- Pages
- 119-136
- ISSN
- 1057-7408 (ISSN-L)
- 1532-7663
- OpenAlex
- W1992997851
- Cited by
- 202
- References
- 132
- Citations by year
- 2026: 15 · 2025: 17 · 2024: 7 · 2023: 20 · 2022: 24 · 2021: 18 · 2020: 18 · 2019: 17 · 2018: 11 · 2017: 15 · 2016: 11 · 2015: 20 · 2014: 9
- FWCI
- 41.29
- Type
- journal article
- Language
- en
- Open access
- bronze
- doi.org
- Locations
- Journal of Consumer Psychology (publishedVersion)
- LA Referencia (Red Federada de Repositorios Institucionales de Publicaciones Científicas) (submittedVersion, other-oa)
- Hispana (submittedVersion)
- Biblos-e Archivo (Universidad Autónoma de Madrid) (submittedVersion, public-domain)
- Tesis Doctorals en Xarxa (Consorci de Serveis Universitaris de Catalunya) (submittedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
- Keywords
- attitude certainty, customer commitment, appraisal theory, persuasion, attitude change, consumer beliefs
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
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