“…This research is also motivated by marketing modeling literature that decomposes attitude into attitude magnitude and attitude uncertainty (Grewal, Chandrashekaran, & Dwyer, 2008;Chandrashekaran, McNeilly, Russ, & Marinova, 2000;Chandrashekaran, Rotte, & Grewal, 2005;Chandrashekaran et al, 2007;Rotte et al, 2006Rotte et al, , 2009. Captured by the Judgment Uncertainty and Magnitude Parameters (JUMP) model (see Chandrashekaran et al, 2000Chandrashekaran et al, , 2005, this twodimensional view of attitude resonates with the vast literature on attitude uncertainty (Gross, Holtz, & Miller, 1995).…”