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| Author: | Muthukrishnan, A. V. Pham, M. T. Mungale, A. |
| Title: | Does Greater Amount of Information Always Bolster Attitudinal Resistance? |
| Journal: | Marketing Letters
2001 : VOL. 12:2, p. 131-144 |
| Index terms: | ATTITUDES INFORMATION EVALUATION |
| Language: | eng |
| Abstract: | Previous research suggests that attitudinal resistance to information that challenges a prior evaluation increases with the amount of information underlying the prior evaluation. The authors revisit this proposition in a context in which a set of important claims about a target brand are presented either alone-a lower amount of "isolated" information-or along with other favorable, but less important claims-a higher amount of "embedded" information. Results from two experiments show that when the challenge occurs immediately after the initial evaluation, a greater amount of "embedded" initial information does produce greater attitudinal resistance. However, when the challenge occurs after a delay, a lesser amount of "isolated" information produces greater attitudinal resistance. |
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