IDEAS home Printed from https://ideas.repec.org/p/esm/wpaper/esmt-13-06.html
   My bibliography  Save this paper

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

Author

Listed:
  • Francine Espinoza Petersen

    (ESMT European School of Management and Technology)

  • Rebecca Hamilton

    (University of Maryland)

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.

Suggested Citation

  • Francine Espinoza Petersen & Rebecca Hamilton, 2013. "Confidence via correction: The effect of judgment correction on consumer confidence," ESMT Research Working Papers ESMT-13-06, ESMT European School of Management and Technology.
  • Handle: RePEc:esm:wpaper:esmt-13-06
    as

    Download full text from publisher

    File URL: http://static.esmt.org/publications/workingpapers/ESMT-13-06.pdf
    File Function: First version, 2013
    Download Restriction: no

    References listed on IDEAS

    as
    1. Johar, Gita Venkataramani & Simmons, Carolyn J, 2000. " The Use of Concurrent Disclosures to Correct Invalid Inferences," Journal of Consumer Research, Oxford University Press, vol. 26(4), pages 307-322, March.
    2. Brinol, Pablo & Petty, Richard E & Tormala, Zakary L, 2004. " Self-Validation of Cognitive Responses to Advertisements," Journal of Consumer Research, Oxford University Press, vol. 30(4), pages 559-573, March.
    3. Gavan J. Fitzsimons & Donald R. Lehmann, 2004. "Reactance to Recommendations: When Unsolicited Advice Yields Contrary Responses," Marketing Science, INFORMS, vol. 23(1), pages 82-94, September.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Confidence; correction; credibility; persuasion; advertising;

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:esm:wpaper:esmt-13-06. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (ESMT Faculty Publications). General contact details of provider: http://edirc.repec.org/data/emstbde.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.