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Does fast or slow evaluation foster greater certainty?

Zakary L Tormala1, Joshua J Clarkson, Marlone D Henderson

  • 1Stanford University, Graduate School of Business, Stanford, CA 94305, USA. tormala_zakary@gsb.stanford.edu

Personality & Social Psychology Bulletin
|February 11, 2011
PubMed
Summary
This summary is machine-generated.

Perceived evaluation speed impacts attitude certainty. Fast evaluations boost certainty for familiar topics or gut feelings, while slow evaluations increase certainty for unfamiliar topics or thoughtful decisions.

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Area of Science:

  • Social Psychology
  • Cognitive Psychology

Background:

  • Attitude certainty is crucial for attitude functions.
  • Past research has explored factors influencing attitude certainty.

Purpose of the Study:

  • To investigate the impact of perceived evaluation duration on attitude certainty.
  • To identify conditions under which fast or slow evaluations enhance certainty.

Main Methods:

  • Three experimental studies were conducted.
  • Participants evaluated objects or formed opinions under varying perceived evaluation durations.
  • Mediation analyses were used to explore underlying mechanisms.

Main Results:

  • When evaluating familiar objects or relying on intuition, faster perceived evaluation led to greater attitude certainty.
  • When forming opinions on unfamiliar objects or relying on deliberation, slower perceived evaluation led to greater attitude certainty.
  • Mediation indicated a trade-off between perceived rational thought and ease of attitude retrieval.

Conclusions:

  • Perceived evaluation duration is a key determinant of attitude certainty.
  • The relationship between evaluation speed and certainty is contingent on factors like familiarity and cognitive style.
  • Findings contribute to understanding intuitive versus deliberative decision-making processes.