Las emociones y la resistencia al cambio de las actitudes

Abstract

Consumers may receive information against their opinion or initial attitude creating a situation of ambivalence. However, resistance to attitude change in case of ambivalence is still unexplored. In this paper we analyze whether emotions experienced while attitudes are being formed exert influence on the resistance to attitude change. We propose that some emotions, because of their specific nature, may increase the individuals' resistance to attitude change.