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Attitude Strength: What's New?
Richard E Petty1, Joseph J Siev1, Pablo Briñol2
1The Ohio State University (USA).
The Spanish Journal of Psychology
|April 17, 2023
Summary
Attitude strength research is evolving. New findings show subjective and structural measures are equally useful, some persuasion works better on strong attitudes, and weak attitudes can drive extreme behavior when challenged.
Area of Science:
- Social Psychology
- Attitude Strength
- Social Influence
Background:
- Attitude strength, defining attitude durability and impact, is central to social influence.
- The 1995 edited book by Petty and Krosnick is a foundational text in this field.
Purpose of the Study:
- To review updates and modifications to the traditional understanding of attitude strength since 1995.
- To highlight three key areas where attitude strength research has evolved.
Main Methods:
- Literature review of research on attitude strength.
- Analysis of theoretical shifts and empirical findings in social psychology.
Main Results:
- Attitude strength properties can be measured structurally and subjectively, with both approaches proving valuable.
- Contrary to prior assumptions, some persuasion techniques are more effective on stronger attitudes.
- While strong attitudes typically guide behavior, challenged or threatened weak attitudes can lead to more extreme actions.
Conclusions:
- The conceptualization and measurement of attitude strength have become more nuanced.
- The relationship between attitude strength, persuasion, and behavior is more complex than previously understood.
- Future research should consider the dynamic interplay between attitude certainty and behavioral outcomes.
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