Confidence via Correction: The Effect of Judgment Correction on Consumer Confidence

44 Pages Posted: 19 Jul 2013

See all articles by Francine Espinoza Petersen

Francine Espinoza Petersen

ESMT European School of Management and Technology

Rebecca Hamilton

Georgetown University

Date Written: July 16, 2013

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.

Keywords: Confidence, correction, credibility, persuasion, advertising

Suggested Citation

Espinoza Petersen, Francine and Hamilton, Rebecca, Confidence via Correction: The Effect of Judgment Correction on Consumer Confidence (July 16, 2013). Journal of Consumer Psychology, Forthcoming; ESMT Working Paper No. 13-06 ; Robert H. Smith School Research Paper. Available at SSRN: https://ssrn.com/abstract=2294973 or http://dx.doi.org/10.2139/ssrn.2294973

Francine Espinoza Petersen (Contact Author)

ESMT European School of Management and Technology ( email )

Schlossplatz 1
Berlin
Germany

Rebecca Hamilton

Georgetown University ( email )

537 Hariri Building
Washington, DC 20057
United States

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