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On consumer matters, politics, and social issues alike, people regularly advocate on behalf of their attitudes–that is, their opinions or their likes and dislikes. Indeed, with the proliferation of social media and ever-growing opportunities to communicate both virtually and in real life, people have an increasingly vast array of venues and platforms on which they can promote their views. For instance, consumers have an expansive range of opportunities to post reviews of products, restaurants, and vacation rentals online; to recommend new movies or apps to friends; and to share their opinions about, or even lend material support to, new policies and candidates for public office. Although these contexts differ dramatically, in each case consumers are engaging in attitudinal advocacy. At its core, attitudinal advocacy can be viewed as an expression of support for or opposition to something–for example, a message …