The Curvilinear Relationship Between Attitude Certainty and Attitudinal Advocacy.

Do people advocate more on behalf of their own attitudes and opinions when they feel certain or uncertain? Although considerable past research suggests that people are more likely to advocate when they feel highly certain, there also is evidence for the opposite effect-that people sometimes advocate more when they experience a loss of certainty. The current research seeks to merge these insights. Specifically, we explore the possibility that the relationship between attitude certainty and attitudinal advocacy is curvilinear.

Attitude Certainty and Attitudinal Advocacy: The Unique Roles of Clarity and Correctness.

When and why do people advocate on behalf of their attitudes? Past research suggests that attitude certainty is one important determinant. The current research seeks to provide more nuanced insight into this relationship by (a) exploring the unique roles of attitude clarity and attitude correctness, and (b) mapping clarity and correctness onto different forms of advocacy (sharing intentions and persuasion intentions). Across four studies, we find that correctness but not clarity plays an important role in promoting persuasion intentions, whereas both correctness and clarity help shape sharing intentions.