Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/147145
Title: VALUE-MATCHING AND ATTITUDE CERTAINTY: AN APPRAISAL-BASED APPROACH
Authors: NATALIE GOH XIAO XIAN
Keywords: value-matching, attitude certainty
Issue Date: 13-Apr-2018
Citation: NATALIE GOH XIAO XIAN (2018-04-13). VALUE-MATCHING AND ATTITUDE CERTAINTY: AN APPRAISAL-BASED APPROACH. ScholarBank@NUS Repository.
Abstract: Despite the considerable attitudinal and behavioural consequences of attitude certainty, most research on message tailoring focuses on attitude valence (i.e., how positive are my opinions on this issue?) and overlooks its effects on how confident message recipients feel about their opinions. Thus, the present study sought to take on a metacognitive approach in examining how tailoring a message to issue-relevant values could enhance attitude certainty. Participants were presented with pro-attitudinal messages regarding the use of biodegradable cutlery varying on message strength (strong versus weak), and on value-matching (match versus mismatch). Value-matched messages highlighted the issue-relevant value of universalism, whereas value-mismatched messages involved the issue-irrelevant value of achievement. The results of the study indicated that the value-matched message enhanced attitude certainty, but only if the message was strong. Conversely, message strength did not matter among participants who read the value-mismatched messages. Additionally, value-matching effects on attitude certainty were mediated by attitude correctness, the extent to which individuals felt that their attitudes were valid. Taken together, these findings suggest that value-matching can serve as an antecedent to attitude certainty by increasing one’s motivation to process information and justify one’s attitudes, thus rendering attitude certainty more susceptible to message strength differences.
URI: http://scholarbank.nus.edu.sg/handle/10635/147145
Appears in Collections:Bachelor's Theses (Restricted)

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