Dogmatism and Confidence as Related Factors in Evaluation of New Products

Abstract

This study investigated the possible relationship between dogmatism and confidence. Confidence is related to the amount of information needed to make a decision. Rokeach's theories concerning dogmatism suggest that, because they resist new information, highly dogmatic individuals will report that they are more confident than persons low in dogmatism in their ability to evaluate a new product. 70 undergraduates were asked to assess their confidence in their ability to evaluate a new product and to complete the Troldahl and Powell Short-form Dogmatism Scale. As hypothesized, 15 subjects high in dogmatism reported that they were more confident than those ( n = 16) low in dogmatism.