Don't let the facts ruin a good story: The effect of vivid reviews on attitude ambivalence and its coping mechanisms
Abstract
Purchasing decisions are increasingly based on reviews by fellow consumers which often consist of positive and negative evaluations about the product (i.e. valence-
inconsistency). We tested how the vividness of these reviews affects individuals' attitude ambivalence towards the product and their strategies to cope with this ambivalence. We hypothesized that reading vivid and valence-inconsistent reviews would lead to increased awareness of opposing features of attitudes towards the
product (i.e. increased simultaneous accessibility) as compared to reading less vivid valence-inconsistent reviews. If this is indeed the case, individuals should feel
more conflicted towards the attitude object (i.e. increased subjective ambivalence) and should be motivated to reduce it by using ambivalence-coping strategies,
specifically (a) processing additional information that is congruent with their initial attitude and (b) delaying their decision. These hypotheses were mostly supported across five experiments. The experiments included manipulations of valence-inconsistent information between reviews and within a review including three pre-
registered studies (Ns = 247, 396, 701, 433, 313, respectively).
When attitudes and habits don’t correspond: Self-control depletion increases persuasion but not behavior
Guy Itzchakov, Liad Uziel , Wendy Wood
Attitudes
Changing attitudes does not necessarily involve the same psychological processes as changing behavior, yet
social psychology is only just beginning to identify the different mechanisms involved. We contribute to this
understanding by showing that the moderators of attitude change are not necessarily the moderators of behavior
change. The results of three studies (Ns = 98, 104, 137) employing an ego depletion manipulation indicate that
although people are more likely to agree with a persuasive message when executive control is reduced they are
not more likely to change their behavior. Rather, under conditions of ego depletion, attitudes became less correlated with behaviors after persuasion. Moreover, in Study 3, we provide an explanation for this phenom-
enon: People are more likely to agree with a persuasive message when depleted but are also more likely to fall back on habits that may conflict with their new evaluations. A mini meta-analysis of the data indicated that ego-
depletion had a medium effect size on the difference between attitude change and behavior change, N = 339, d = −0.51, 95% CI [−0.72, −0.29]. Jointly, these studies suggest an integrative, resource-based explanation
to attitude-behavior discrepancies subsequent to persuasion.
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Perceived Responsiveness Increases Tolerance of Attitude Ambivalence and Enhances Intentions to Behave in an Open-Minded Manner
Guy Itzchakov, Harry T. Reis
Responsiveness
Can perceived responsiveness, the belief that meaningful others attend to and react supportively to a core defining feature of the self, shape the structure of attitudes? We predicted that perceived responsiveness fosters open-mindedness, which, in turn, allows people to be simultaneously aware of opposing evaluations of an attitude object. We also hypothesized that this process will result in behavior intentions to consider multiple perspectives about the topic. Furthermore, we predicted that perceived responsiveness will enable people to tolerate accessible opposing evaluations without feeling discomfort. We found consistent support for our hypotheses in four laboratory experiments (Studies 1–3, 5) and a diary study (Study 4). Moreover, we found that perceived responsiveness reduces the perception that one’s initial attitude is correct and valid. These findings indicate that attitude structure and behavior intentions can be changed by an interpersonal variable, unrelated to the attitude itself.
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