Distinguishing the cognitive and behavioral consequences of attitude importance and certainty: A new approach to testing the common-factor hypothesis

Some published factor analyses have suggested that attitude importance and certainty are distinct psychological constructs, but other factor analytic investigations have suggested they are largely redundant reflections of a more general underlying construct. This latter sort of finding has led investigators to average measures of importance and certainty together into a composite index and then explore its cognitive and behavioral consequences. In this paper, we report three studies gauging the underlying structure of these strength-related attitude attributes by assessing whether they in fact relate in the same ways to information processing and action tendencies. We found that importance and certainty both independently predicted the likelihood that a person attempted to persuade others to adopt his or her attitude. Importance (but not certainty) was associated with the tendency to seek out information that would enable people to use their attitudes in a subsequent judgment and only importance predicted whether or not they turned out to vote in an election to express their attitudes. Certainty (but not importance) was related to the tendency to find more than one political candidate acceptable. And importance and certainty interacted to predict the frequency with which people performed attitude-expressive behaviors. All this suggests that importance and certainty have distinct effects on thinking and behavior and supports the maintenance of conceptual and empirical distinctions between them in social psychological theory building.