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| Author: | Gopinath, M. Nyer, P.U. |
| Title: | The effect of public commitment on resistance to persuasion: The influence of attitude certainty, issue importance, susceptibility to normative influence, preference for consistency and source proximity |
| Journal: | International Journal of Research in Marketing
2009 : MAR, VOL. 26:1, p. 60-68 |
| Index terms: | attitudes change commitment universities students USA |
| Language: | eng |
| Abstract: | This study examines the effect of public commitment (henceforth as: pbl-cmmt.) on resistance to persuasion and on the roles played by attitude certainty (here as: att-cnty.), issue importance (as: iss-impt.), susceptibility to normative influence (SNI), preference for consistency (PFC). Examined is also the proximity of the source of counter-attitudinal information in influencing the relationship btw. pbl-cmmt. and resistance to attitude change. Using studies based on experimental design, confirmed are the moderating roles of SNI and reference group proximity and the mediating roles of iss-impt. and att-cnty. |
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