Past research suggests that cognitive and affective attitudes are more open to change toward cognitive and affective (i.e., matched) persuasive attacks, respectively. The present research investigates how attitude certainty influences this openness. Although an extensive literature suggests that certainty generally reduces an attitude’s openness to change, the authors explore the possibility that certainty might increase an attitude’s openness to change in the context of affective or cognitive appeals. Based on the recently proposed
Research article
Cognitive and Affective Matching Effects in Persuasion
Joshua J. Clarkson, Zakary L. Tormala, Derek D. Rucker
Abstract