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Attitude Strength

Definition

Some attitudes exert a powerful impact on thinking and on behavior, whereas others are largely inconsequential. Similarly, some attitudes are very firm, resistant to even the strongest challenges and persistent over long spans of time, but others are highly malleable, yielding to the slightest provocation and fluctuation over time. The term attitude strength is used to capture this distinction. Specifically, strong attitudes are those that (a) resist change, (b) persist over time, (c) guide information processing, and (d) motivate and direct behavior.

Background

A great deal of evidence attests to the impact of attitudes on a wide array of outcomes. There is evidence, for example, that attitudes can color one's interpretation of ambiguous stimuli, causing one to perceive the stimuli in attitude-congruent ways. This explains why supporters ...

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