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Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

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Published on: September 27, 2019

Personality variables predict strength-related attitude dimensions across objects.

Thomas W Britt¹, Matthew R Millard, Preetha T Sundareswaran

¹Clemson University, Clemson, SC 29634-1355, USA. twbritt@clemson.edu

Journal of Personality

|January 19, 2010

Summary

This summary is machine-generated.

Personality traits like the need to evaluate and need for affect predict attitude certainty and extremity. Other traits, such as sense of coherence and dogmatism, predict attitude importance and relevance across various objects.

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Area of Science:

Social Psychology
Personality Psychology

Background:

Attitude strength is a key concept in social psychology, influencing attitude persistence and impact.
Understanding the individual differences that shape attitude strength is crucial for predicting attitude-behavior consistency.

Purpose of the Study:

To investigate the relationship between specific personality traits and various dimensions of attitude strength.
To identify which personality variables predict certainty, extremity, importance, and relevance of attitudes across different objects.

Main Methods:

Participants rated 11 attitude objects on overall evaluation and strength dimensions (importance, certainty, relevance).
Confirmatory factor analyses were used to establish a 4-factor structure for attitude strength.
Bivariate and unique variance analyses examined personality predictors (need to evaluate, need for affect, sense of coherence, dogmatism, fear of invalidity).

Main Results:

Need to evaluate and need for affect significantly predicted attitude certainty and extremity.
Sense of coherence and dogmatism uniquely predicted attitude importance and relevance.
Several personality traits showed bivariate relationships with at least one attitude strength dimension.

Conclusions:

Personality traits play a significant role in shaping different dimensions of attitude strength.
Specific traits differentially predict distinct aspects of attitude strength, highlighting the complexity of attitude formation and maintenance.