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.
Published Version
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