Strong Attitudes Without Elaboration: the Threshold Difference Effect

JaeHwan Kwon; Dhananjay Nayakankuppam; William Hedgcock

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Strong Attitudes Without Elaboration: the Threshold Difference Effect

Conference proceeding

Peer reviewed

Strong Attitudes Without Elaboration: the Threshold Difference Effect

JaeHwan Kwon, Dhananjay Nayakankuppam and William Hedgcock

Advances in Consumer Research, Vol.41, p.1

01/01/2013

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Abstract

We find the underlying mechanism of the quick-but-strong attitude formation process. Specifically, compared to individuals who believe their personal traits are malleable (incremental theorists), individuals who believe their personal traits are fixed (entity theorists) need smaller amount of information about the target objects when forming strong attitudes.

Consumer attitudes

Perceptions

Self image

Studies

Details

Title: Subtitle: Strong Attitudes Without Elaboration: the Threshold Difference Effect
Creators: JaeHwan Kwon
Dhananjay Nayakankuppam
William Hedgcock
Resource Type: Conference proceeding
Publication Details: Advances in Consumer Research, Vol.41, p.1
Publisher: Association for Consumer Research
ISSN: 0098-9258
Language: English
Date published: 01/01/2013
Academic Unit: Marketing
Record Identifier: 9984380586102771

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