The role of situational involvement in consumers' attitude polarization

This investigation examines the effect of consumers' situational involvement on attitude polarization. The level of involvement of subjects with well-developed restaurant schemas was manipulated, and evaluations of a group of restaurants were obtained on three different occasions under conditions favorable to attitude polarization. Contrary to expectations, the evaluations exhibited no tendency toward greater extremity, even when situational involvement was high. Although inconsistent with some previous findings about attitude polarization, the results are explained in terms of schema complexity and structure. Managerial implications are discussed.