ATTITUDE STRENGTH AND RESISTANCE PROCESSES

This study examined whether multiple indicators of attitude strength f orm general dimensions that foster differential pathways to resistance . Ego involvement, certainty, personal importance, knowledge, and extr emity were assessed. Resistance processes and outcomes were measured i n a selective judgment paradigm. Intentions to act on attitudes and in formation-seeking proclivities were also assessed. Factor analyses of the strength measures revealed 2 factors. Both fostered intentions to act but were associated with differential resistance processes and out comes. Heightened levels of the factor representing Commitment to one' s position were associated with increased selective elaboration, selec tive judgment, and attitude polarization. Embeddedness, the linkage of the attitude to one's self-concept, value system, and knowledge struc ture, was associated with decreased selective elaboration and increase d information seeking and selective memory.