An Involvement Moderated Model of Choice Shifts

Paul A. Mongeau; Jerold L. Hale; Mark Smith

doi:10.1080/08934219309367559

An Involvement Moderated Model of Choice Shifts

Paul A. Mongeau, Jerold L. Hale, Mark Smith

Research output: Contribution to journal › Article › peer-review

1 Scopus citations

Abstract

An issue involvement moderated dual process model of choice shifts is developed from Chaiken's (1980, 1987) work on systematic and heuristic processing of persuasive messages. The model predicts that the relative strengths of social comparison and persuasive arguments processes in producing choice shifts are moderated by the amount of issue involvement associated with the decision. The dual process model is compared with persuasive arguments and social comparison models and is found to better fit the data.

Original language	English (US)
Pages (from-to)	34-40
Number of pages	7
Journal	Communication Reports
Volume	6
Issue number	1
DOIs	https://doi.org/10.1080/08934219309367559
State	Published - Jan 1993
Externally published	Yes

ASJC Scopus subject areas

Education
Communication
Language and Linguistics
Linguistics and Language

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10.1080/08934219309367559

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abstract = "An issue involvement moderated dual process model of choice shifts is developed from Chaiken's (1980, 1987) work on systematic and heuristic processing of persuasive messages. The model predicts that the relative strengths of social comparison and persuasive arguments processes in producing choice shifts are moderated by the amount of issue involvement associated with the decision. The dual process model is compared with persuasive arguments and social comparison models and is found to better fit the data.",

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An Involvement Moderated Model of Choice Shifts

Abstract

ASJC Scopus subject areas

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