Self-generated attitude change: A person by situation analysis of attitude polarization and attenuation

The potential moderating effects of differences in the need for cognition on the attitude polarization process were explored. Based on putative schematabased differences in information processing, it was predicted that an increased opportunity for thought would result in (a) more attitude polarization for low need for cognition persons than for high need for cognition persons and (b) more attitude attenuation for high need for cognition persons than for low need for cognition persons. Participants completed the Need for Cognition scale and were given either little or ample time to think about issues toward which they previously held moderate attitudes. Attitudes were reassessed following thought about the issues. The results were consistent with the predicted moderating effects of individual differences in the need for cognition on thought-induced attitude polarization. Implications of and alternative explanations for the findings are discussed.