Individual differences in attitude structure: Variance in the chronic reliance on affective and cognitive information

Two studies examined the proclivity of individual differences in attitude structure. Study 1 found considerable variation across individuals in the degree to which their attitudes were correlated with the favorability of their affective and cognitive responses. Study 1 also revealed that such variation was associated with individual differences in the Need for Affect (Maio & Esses, 2001) and the Need to Evaluate (Jarvis & Petty, 1996). Study 2 explored one outcome associated with individual differences in attitude structure. This study found that an affect-based appeal was more persuasive among individuals with affective (as compared to cognitive) attitudes, and that individuals with cognitive attitudes were more persuaded by a cognitive (as compared to affective) appeal. The findings are discussed in relation to the important roles of affective and cognitive information in guiding attitudes (Eagly & Chaiken, 1993; Zanna & Rempel, 1988).