Impact of embodiment on attitude strength

Abstract

Purpose

Traditionally, it has been held that strong attitudes are a result of the conscious cognitive process of elaboration where one engages in effortful issue-relevant thinking. The purpose of this work is to show that attitude strength can follow from processes not just limited to elaboration – as a function of certain embodied states. This work examines bodily manipulations that could alter perceptions about the quality of the information describing a target (e.g. notion of “hard/soft” evidence), and, finds that such an embodiment leads one to have strong attitudes toward the target object. This work proposes an attitude-rehearsal-based mechanism to explain the phenomenon.

Design/methodology/approach

This work has relied on lab experiments as a methodology – undergraduate students and American residents served as participants. There is a pre-registered study included as well.

Findings

This work shows that strong attitudes can result from processes not just limited to elaboration, as a function of certain embodied states. This paper examines bodily manipulations that could alter perceptions about the quality of information describing the target (e.g. notion of “hard vs soft”; “converging vs diverging” information), and, find that such an embodiment leads one to have strong attitudes toward the target. This paper consistently observed that the bodily manipulations influence attitude accessibility, a direct and operational indicator of attitude strength. This paper further validates an attitude-rehearsal-based mechanism to explain the observed phenomenon.

Originality/value

While much work has investigated the impact of embodiment on attitudes, little attention has been paid to whether, and, how embodied states can impact the “strength” of the attitude without impacting the attitude itself – to the knowledge, this paper is the first to document this. Moreover, traditionally, it has been held that strong attitudes are a result of the conscious cognitive process of elaboration where one engages in effortful issue-relevant thinking. This work however shows that attitude strength can follow from processes not just limited to elaboration – as a function of certain embodied states.

Citation

Shrivastava, S., Jain, G., Kwon, J. and Nayakankuppam, D. (2021), "Impact of embodiment on attitude strength", Journal of Consumer Marketing, Vol. 38 No. 5, pp. 495-513. https://doi.org/10.1108/JCM-07-2020-3966