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Confidence via correction: The effect of judgment correction on consumer confidence

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  • Francine Espinoza Petersen

    (ESMT European School of Management and Technology)

  • Rebecca Hamilton

    (University of Maryland)

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    Abstract

    At times, consumers are motivated to reduce the influence of a product recommendation on their judgments. Based on previous research, it is unclear whether this correction process will increase or decrease consumers’ confidence in their judgments. We find that source credibility moderates the effect of correction on confidence: correction decreases confidence when a product recommendation comes from a high credibility source but increases confidence when the same message comes from a low credibility source. As a result, correction increases the effectiveness of recommendations from low credibility sources on purchase intentions. Notably, this “confidence via correction” effect is further moderated by elaboration, such that the effect is attenuated for high elaboration consumers. Our results have implications for understanding consumers’ reactions to persuasive messages and for both marketing practitioners and consumer protection agencies using correction cues to influence message persuasiveness.

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    File URL: http://static.esmt.org/publications/workingpapers/ESMT-13-06.pdf
    File Function: First version, 2013
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    Bibliographic Info

    Paper provided by ESMT European School of Management and Technology in its series ESMT Research Working Papers with number ESMT-13-06.

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    Length: 39 pages
    Date of creation: 16 Jul 2013
    Date of revision:
    Publication status: Published in Journal of Consumer Psychology 24(1): 34–48.
    Handle: RePEc:esm:wpaper:esmt-13-06

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    Keywords: Confidence; correction; credibility; persuasion; advertising;

    This paper has been announced in the following NEP Reports:

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    1. Johar, Gita Venkataramani & Simmons, Carolyn J, 2000. " The Use of Concurrent Disclosures to Correct Invalid Inferences," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 26(4), pages 307-22, March.
    2. Claire I. Tsai & Ann L. McGill, 2011. "No Pain, No Gain? How Fluency and Construal Level Affect Consumer Confidence," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 37(5), pages 807 - 821.
    3. Brinol, Pablo & Petty, Richard E & Tormala, Zakary L, 2004. " Self-Validation of Cognitive Responses to Advertisements," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 30(4), pages 559-73, March.
    4. Meyers-Levy, Joan & Tybout, Alice M, 1997. " Context Effects at Encoding and Judgment in Consumption Settings: The Role of Cognitive Resources," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 24(1), pages 1-14, June.
    5. Gavan J. Fitzsimons & Donald R. Lehmann, 2004. "Reactance to Recommendations: When Unsolicited Advice Yields Contrary Responses," Marketing Science, INFORMS, INFORMS, vol. 23(1), pages 82-94, September.
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