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1 - Attitudinal Advocacy

from 1 - Consumer Psychology of Individuals

Published online by Cambridge University Press:  30 March 2023

By
Mohamed A. Hussein  and
Zakary L. Tormala
Edited by
Cait Lamberton ,
Derek D. Rucker  and
Stephen A. Spiller
Cait Lamberton
Affiliation:
Wharton School, University of Pennsylvania
Derek D. Rucker
Affiliation:
Kellogg School, Northwestern University, Illinois
Stephen A. Spiller
Affiliation:
Anderson School, University of California, Los Angeles
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Summary

People regularly advocate on behalf of their attitudes. They post online reviews of hotels and restaurants, they recommend new apps and movies to friends, and they share their opinions on political candidates and social issues. What drives advocacy behavior? In this chapter, we review a fast-growing literature on the antecedents of advocacy – including attitude strength, compensatory motives, perceived efficacy, emotions, attitude framing, and more – and we consolidate this literature into a set of core insights. In addition, we discuss two promising directions for ongoing work. First, when people advocate, what do they say or do? Second, what other actions do people undertake to advance their views (e.g., censorship)? We review the nascent literature on these topics and chart new directions for research in this area.

Keywords

attitudesattitudinal advocacyboycottingcensorshipconsumer psychology
Type
Chapter
Information
The Cambridge Handbook of Consumer Psychology , pp. 7 - 27
Publisher: Cambridge University Press
Print publication year: 2023

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