品牌态度强度与品牌态度可达性的关系性质

运用态度量表和反应时实验比较了品牌态度强度与品牌态度可达性的关系性质。研究发现,女性被试对保健品品牌要素的态度评价越肯定,态度通达和提取的时间就越快,两者之间形成有规律的函数关系;但在否定性态度条件下,没有出现类似的规律性;当要求被试把模糊性态度明确为肯定或否定态度时,67％的被试明确为否定态度,但所用时间显著慢于明确为肯定态度所用的时间     

Attitude strength: Distinguishing predictors versus defining features

Attitudes play a fundamental role in many aspects of social psychology, but researchers have long recognized that attitudes vary in their susceptibility to change and their influence on behavior and cognitive processes. This insight lies at the heart of attitude strength, which is defined as an attitude's durability and impact. A variety of attitude attributes such as certainty and ambivalence have been shown to correlate with these aspects of attitude strength, which has made for some confusion as to what variables define strong attitudes versus predict an attitude's strength. In this article, we highlight this distinction between predictors and defining features of strength and review recent programs of research demonstrating the independence of strength‐related attitude attributes and attitude strength itself. Specifically, although some attitude attributes are associated with the attitude's durability and impact, there are conditions under which those attributes fail to predict attitude strength or even have the opposite effects. Throughout, this review reveals nuances in the attitude strength literature and provokes new questions for future inquiry.     

态度强度的维度结构与研究操作

态度强度指态度具有坚持性和抵抗性的程度及其对信息加工过程和行为产生影响的程度,包括可获得性、两面性、确定性、精细加工、极端性、重要性、知识性、个人相关性和结构一致性9个常见维度。文章介绍了态度强度的操纵和测量方法,对探讨态度强度维度结构的已有研究进行了阐述和总结,在此基础上指出态度强度至少包含三重维度结构,并提出将态度强度与群体水平变量和社会预警系统相联系等研究角度     

From repetition to conviction: Attitude accessibility as a determinant of attitude certainty

The present experiment investigated the influence of attitude accessibility on several meta-attitudinal strength measures. It was predicted that certainty and perceived likelihood of change, i.e., commitment-related attributes of attitude strength, are influenced by changes in attitude accessibility, while no effects were expected for importance and perceived centrality to values and the self, i.e., centrality-related attributes. Accessibility was manipulated by having participants express their attitudes either repeatedly or only once. As hypothesized, accessibility and measures of commitment were enhanced after repeated expression compared to single expression. Furthermore, mediation analyses supported the idea that subjective commitment may be inferred from the ease of attitude retrieval. Centrality-related attributes were found to be unaffected by the accessibility manipulation. The results are discussed in the light of a multi-dimensional structure of attitude strength and antecedent processes of meta-cognitive attributes of strength.     

Attitude accessibility,attitude-behavior consistency,and the strength of the object-evaluation association

Two experiments were conducted in order to examine the accessibility of attitudes from memory as a function of the manner of attitude formation. The findings of the first experiment indicated that subjects could respond more quickly in a response-time task to inquiries about their attitudes when the attitudes were based upon direct behavioral experience with the attitude objects than when they were based upon nonbehavioral experience. It was suggested that, relative to indirect experience, behavioral experience may facilitate the attitude formation process and increase attitude accessibility once the attitude is formed. A second experiment found support for both of these notions. Two additional experiments indicated that repeated association of the attitude object and the attitudinal evaluation enhanced both attitude accessibility and attitude-behavior consistency. It was suggested that the strength of the object-evaluation association is a critical determinant of accessibility, which, in turn, acts as a central factor in the process by which attitudes affect later behavior. It was further suggested that the manner of attitude formation affects attitude-behavior consistency because direct experience produces a stronger object-evaluation association and, hence, a more accessible attitude than does indirect experience.     

Parallals between attitudes and traits as predictors of behavior

Both attitudes and traits have served as within-person constructs intended to permit the prediction of later behavior. Despite this similarity, research in the two domains has tended to progress in a relatively independent fashion. A number of parallels between the attitude and trait literature are noted with regard to definitions of the constructs and their utility as predictors of behavior. Parallels with respect to the identification of variables that moderate the attitude-behavior and trait-behavior relation are also discussed, as are similarities in the potential processes by which attitudes and traits guide behavior. It is concluded that the parallels are so extensive that research in each domain would benefit from an increased exchange of theory, methods, and findings.     

Do Disagreeable Political Discussion Networks Undermine Attitude Strength?

How attitudes change and affect behavior depends, in large part, on their strength. Strong attitudes are more resistant to persuasion and are more likely to produce attitude‐consistent behavior. But what influences attitude strength? In this article, we explore a widely discussed, but rarely investigated, factor: an individual's political discussion network. What prior work exists offers a somewhat mixed picture, finding sometimes that disagreeable networks weaken attitudes and other times that they strengthen attitudes. We use a novel national representative dataset to explore the relationship between disagreeable networks and attitude strength. We find, perhaps surprisingly, no evidence that disagreements in networks affect political attitude strength. We conclude by discussing likely reasons for our findings, which, in turn, provide a research agenda for the study of networks and attitude strength.     

On the nature of attitude–behavior relations: the strong guide,the weak follow

This study investigated the role of attitude strength as a moderator variable with regard to the direction of the relation between attitudes and behavior. The hypothesis was tested that strong attitudes guide behavior, whereas weak attitudes follow behavior in accordance with self‐perception principles. The study (N = 106) consisted of two sessions. In session 1, attitudes and attitude strength (certainty, importance, centrality) towards Greenpeace were measured. One week later, participants returned to the laboratory (session 2) and were given the opportunity to donate money to Greenpeace. After the participants' decision to donate money or not, attitudes towards Greenpeace were measured again. The results were consistent with the predictions. First, strong attitudes were more predictive of donation behavior than weak attitudes. Moreover, session 2 attitudes of weak attitude participants were influenced by their donation behavior, whereas no such effect was found among strong attitude participants. Finally, strong attitudes were also found to be more stable over time than weak attitudes. The results provide a complete overview of the moderating role of attitude strength with regard to the bi‐directional attitude‐behavior relationship. Results are discussed in the light of attitude retrieval versus attitude‐construction processes. Copyright © 2002 John Wiley & Sons, Ltd.     

Emerging perspectives on the structure and function of attitude strength

For more than 20 years, scholars have used the term “attitude strength” to refer to the durability and impactfulness of attitudes, and a large literature attests to the important leverage that this concept offers for understanding and predicting behaviour. Despite its prominence, however, a number of fundamental questions remain regarding the structure and function of attitude strength. In this chapter we draw on a wide range of evidence to clarify the nature of attitude strength. Rather than conceiving of attitude strength as a meaningful psychological construct, we argue that it is better conceptualised as an umbrella term that refers in only the most general way to multiple, separable classes of attitude outcomes, instigated by different antecedents and produced by distinct psychological processes. Although strong attitudes share a set of general qualities—resistance to change, persistence over time, impact on thought and behaviour—there are many distinct routes by which attitudes come to possess these qualities, and many diverse ways in which these qualities manifest themselves. Our analysis shifts the focus away from the structural properties of attitude strength and towards a fuller appreciation of the distinct sources from which attitudes derive their strength. We argue in particular for the value of attending more closely to the social bases of attitude strength, and we illustrate the value of this approach by reviewing several lines of research.     

Attitude Importance: Understanding the Causes and Consequences of Passionately Held Views

People care passionately about some attitudes and consider them deeply important, and they accord no particular significance to other attitudes. In the current paper, we review the state of the psychological literature on attitude importance. We consider the factors that cause people to attach importance to some attitudes but not to others, and we review the cognitive, affective, and behavioral consequences of attaching importance to an attitude. Finally, we explore several open questions regarding attitude importance, charting a course for future research in this area.     

ON THE VALUE OF KNOWING ONE'S LIKES AND DISLIKES:

Abstract— On the basis of laboratory research indicating that accessible altitudes ease decision making we hypothesized that freshmen who enter college knowing their likes and dislikes regarding academically relevant issues may experience better health in this new life setting To test this hypothesis, we conducted a prospective study in which students completed self-report inventories of negative life events and mental and physical health at two points in time. The accessibility of attitudes toward academically relevant issues was assessed in the initial session Regression analyses revealed three-way interactions between attitude accessibility, stress (as indexed by the number of negative life events), and initial health status when initial health, the generally positive relation between stress and illness was buffered by the possession of accessible attitudes For students with relatively poor initial health, recovery Has generally greater among those experiencing less stress, especially as attitude accessibility increased.     

Attitude accessibility following a self-perception process

Self-perception processes have been postulated to occur only to the extent that initial attitudes are weak. The present research asked whether the outcome of such a process is a strengthening of the attitude in question. Two experiments investigated the accessibility of attitudes from memory following self-inference from behavior. Experiment 1 examined the consequence for attitude accessibility of reviewing and considering previously performed religious behaviors that were recent and primarily unmanded versus distant in time and "manded" in nature. Experiment 2 involved the performance of a new behavior that was either required or freely chosen. In each case, control subjects either did not review prior behaviors or did not perform a new behavior. In both experiments, attitude accessibility, as measured by the latency of response to attitudinal inquiries, was enhanced by the consideration or performance of unmanded behavior, but not by manded behavior. The relevance of this finding to issues regarding attitude-behavior consistency and attitudinal persistence is discussed.     

Attitude accessibility and message processing: The moderating role of message position

Past research suggests that pre-message attitude accessibility can influence the amount of processing of persuasives messages (with highly accessible attitudes eliciting higher levels of processing than attitudes lower in accessibility). The current research suggests that the previous conclusions are only partly true—effects of accessibility on message processing are moderated by the extent to which the persuasive message is proattitudinal versus counterattitudinal. In two experiments, pre-message attitudes and attitude accessibility were measured (Study 1) or manipulated (Study 2) prior to receiving a strong or weak persuasive message. When messages were counterattitudinal, increased pre-message accessibility was associated with greater message processing (as in past research). However, when messages were proattitudinal, increased pre-message accessibility was associated with decreased message scrutiny. Potential underlying mechanisms and implications are discussed.     

Attitude accessibility as a moderator of the attitude-perception and attitude-behavior relations: an investigation of the 1984 presidential election

It was hypothesized that the extent to which individuals' attitudes guide their subsequent perceptions of and behavior toward the attitude object is a function of the accessibility of those attitudes from memory. A field investigation concerning the 1984 presidential election was conducted as a test of these hypotheses. Attitudes toward each of the two candidates, Reagan and Mondale, and the accessibility of those attitudes, as indicated by the latency of response to the attitudinal inquiry, were measured for a large sample of townspeople months before the election. Judgments of the performance of the candidates during the televised debates served as the measure of subsequent perceptions, and voting served as the measure of subsequent behavior. As predicted, both the attitude-perception and the attitude-behavior relations were moderated by attitude accessibility. The implications of these findings for theoretical models of the processes by which attitudes guide behavior, along with their practical implications for survey research, are discussed.     

Salience of Anti-Abortion Beliefs and Commitment to an Attitudinal Position: On the Strength,Structure, and Predictive Validity of Anti-Abortion Attitudes1

The role of beliefs in attitude formation and the impact of commitment to an attitude on its predictive validity were studied in the context of anti-abortion attitudes. Undergraduates (N= 152), identified as pro-choice or pro-life, expressed their beliefs, attitudes, intentions, and restriction preferences with respect to making abortion illegal. In addition, they indicated their commitment to their positions and their willingness to distribute a pro- or anti-abortion petition. Salient beliefs—identified in a pilot study—were found to predict attitudes, intentions, restriction preferences, and petition choice significantly better than nonsalient beliefs. Salient beliefs also discriminated significantly between pro-choice and pro-life respondents, providing useful information about the cognitive underpinnings of anti-abortion attitudes. In addition, accuracy of predictions increased significantly with commitment, even when attitude extremity was statistically controlled. These findings support the summation theory of attitude (Fishbein, 1963) and demonstrate the importance of attitude strength in determining the structure and predictive validity of attitudes.     

The question‐behaviour effect in intergroup attitudes research: When do attitudes towards a minority predict a relevant behaviour?

We hypothesised that the question‐behaviour effect, referred to as the influence of questioning about a given behaviour on its subsequent performance, is a relevant issue when exploring the external validity of intergroup attitudes. In a pair of studies, we have corroborated that merely expressing attitudes towards the Jewish minority affects people's relevant behaviour towards this group. In an Internet study, participants who first completed verbal attitude measures were more likely to donate to a Jewish organisation compared to those who completed the measures after making the decision to donate. Moreover, responses to attitude measures of various types and donating to the Jewish organisation were correlated when attitudes had been expressed in the first step. When attitudes were measured after the decision to donate, only the responses to the traditional anti‐Semitic scale were correlated with this behaviour. In the field study, in which the time interval between attitude and behaviour measures was introduced, no question‐behaviour effect was observed. We explain the results with reference to cognitive dissonance and attitude accessibility mechanisms and discuss them in a broader context of attitude‐behaviour research.     

Associative and propositional processes in evaluation: an integrative review of implicit and explicit attitude change

A central theme in recent research on attitudes is the distinction between deliberate, "explicit" attitudes and automatic, "implicit" attitudes. The present article provides an integrative review of the available evidence on implicit and explicit attitude change that is guided by a distinction between associative and propositional processes. Whereas associative processes are characterized by mere activation independent of subjective truth or falsity, propositional reasoning is concerned with the validation of evaluations and beliefs. The proposed associative-propositional evaluation (APE) model makes specific assumptions about the mutual interplay of the 2 processes, implying several mechanisms that lead to symmetric or asymmetric changes in implicit and explicit attitudes. The model integrates a broad range of empirical evidence and implies several new predictions for implicit and explicit attitude change.     

态度研究的新进展——双重态度模型

态度一直是社会心理学领域一个极为重要的研究课题,一直以来研究只关注有意识状态下人们的外显态度,对于无意识状态下的内隐态度最近才引起人们的意识。双重态度模型理论认为,人们对同一态度客体可能同时拥有两种不同的态度－－外显态度和内隐态度,这一理论对传统的态度概念及测量技术都提出了新的挑战。该对双重态度模型的理论来源、基本观点、双重态度类型及相关的研究证据作了详细介绍,最后探讨了双重态度模型理论对态度改变、态度测量及态度与行为一致性等未来研究方向的意义与启示。     

Implicit Consistency Processes in Social Cognition: Explicit‐Implicit Discrepancies Across Systems of Evaluation

What happens when our automatic evaluations conflict with our attitudes that we can reflect on and articulate? In this paper, we review some processes by which explicit implicit evaluative discrepancies (EIEDs) arise and can impact our thoughts, feelings, and behavior, using a dual‐systems perspective on attitudes to explain the psychological processes underlying these evaluative inconsistencies. EIEDs emerge when differential positive and negative evaluations toward attitude objects reside in systems of knowledge governed by language and reasoning (i.e., explicit evaluations) and systems of knowledge that are association‐based (i.e., implicit evaluations). We discuss factors that produce EIEDs, including the influence of extrapersonal associations on attitudes, temporal, and qualitative differences in encountering attitude‐relevant information, and the differential influence of processing goals. Finally, we discuss consequences of holding EIEDs, including their impact on behaviors toward attitude objects, enhanced elaboration and scrutiny of social information, motivated reasoning, errant affective forecasting, and self‐regulatory success and failure.     

Elaboration and Attitude Strength: The New Meta‐cognitive Perspective

The effect of elaboration (i.e., information processing) on attitude strength has been a key prediction of some of the most influential theories of persuasion over the past few decades. This article provides a new look at this relationship. After reviewing support for the notion that structural processes (i.e., knowledge acquisition, structural consistency, and attitude accessibility) drive the effect of elaboration on attitude strength, we examine recent work investigating the role of meta‐cognitive factors in this domain. Based on recent evidence, we propose that the effect of elaboration on attitude strength depends largely on people's perceptions of their own elaboration and their beliefs that more elaboration produces better judgments that can be held with greater certainty. We highlight the role of naïve theories in these effects, suggesting that they might be more malleable than previously known, and call for future research into some of the important remaining questions in this area that have yet to be fully explored.