Attitudes as stable and transparent constructions

In three studies we examined the assumption that attitudes can be based on a stable structure of individually important attributes. In the first study we examined if people are able to adequately determine what the attributes are that underlie their attitude by relating meta-attitudinal measures to more operative measures of attribute importance. The results of the operative measures corroborate the subjective ratings of importance. In the second study we examined the associative strength between the individually important attributes and the attitude object. Results indicate that priming participants with individually important attributes leads to facilitation of the overall attitudinal response, as opposed to priming them with less important attributes. This suggests a bottom-up process underlying attitude judgment. The third study shows that attitude strength can play a moderating role in this respect. Implications for research on attitude structure are discussed.