Attitude Strength and Resistance Processes

This study examined whether multiple indicators of attitude strength form general dimensions that foster differential pathways to resistance. Ego involvement, certainty, personal importance, knowledge, and extremity were assessed. Resistance processes and outcomes were measured in a selective judgment paradigm. Intentions to act on attitudes and information-seeking proclivities were also assessed. Factor analyses of the strength measures revealed 2 factors. Both fostered intentions to act but were associated with differential resistance processes and outcomes. Heightened levels of the factor representing Commitment to one's position were associated with increased selective elaboration, selective judgment, and attitude polarization. Embeddedness, the linkage of the attitude to one's self-concept, value system, and knowledge structure, was associated with decreased selective elaboration and increased information seeking and selective memory.