Confidence via correction: The effect of judgment correction on consumer confidence
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.
|Date of creation:||16 Jul 2013|
|Date of revision:|
|Publication status:||Published in Journal of Consumer Psychology 24(1): 34–48.|
|Contact details of provider:|| Postal: |
Phone: +49 (0)30 21231 0
Fax: +49 (0)30 21231 9
Web page: http://www.esmt.org
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- 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, vol. 37(5), pages 807 - 821.
- 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, vol. 24(1), pages 1-14, June.
- 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.
- Johar, Gita Venkataramani & Simmons, Carolyn J, 2000. " The Use of Concurrent Disclosures to Correct Invalid Inferences," Journal of Consumer Research, University of Chicago Press, vol. 26(4), pages 307-22, March.
- Brinol, Pablo & Petty, Richard E & Tormala, Zakary L, 2004. " Self-Validation of Cognitive Responses to Advertisements," Journal of Consumer Research, University of Chicago Press, vol. 30(4), pages 559-73, March.
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)
If references are entirely missing, you can add them using this form.