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The Influence of Public Commitment on the Attitude Change Process: The Effects of Attitude Certainty, PFC and SNI

This research investigates the effect of public commitment on resistance to persuasion, and examines the influence of attitude certainty, susceptibility to normative influence (SNI) and preference for consistency (PFC) on resistance to attitude change when subjects make a public commitment to their attitude. In two studies the initial attitude of subjects are measured along with their attitude certainty, SNI and PFC. Change in attitude is measured after exposure to counter attitudinal information. Confirming our hypotheses, we find that subjects who make a commitment in public become more confident in their evaluations, leading to more resistance to attitude change. We are also able to confirm that the dispositional variables SNI and PFC increase resistance to persuasion under conditions of public commitment. This paper extends the research done on resistance to persuasion under conditions of public commitment by studying the influence of two dispositional variables and two mediating variables.