Much research has indicated that people act in ways that are consistent with "strong" attitudes.
That is, attitudes that are held with confidence, that are accessible in memory, or that are based on high levels of elaboration often last longer over time, better resist change, or impact related thinking and behavior.
Across a number of settings, however, I and my colleagues have identified instances of more attitude-consistent thinking and behavior when existing attitudes would appear relatively weak rather than strong. In particular, this talk will focus on attitudes held with ambivalence or with doubt.
Ambivalence and doubt are associated with motivations to reduce the discomfort associated with the precarious nature of the attitude. In varied contexts including persuasive message processing, selective exposure to information, and attraction to attitudinally similar others, ambivalent or doubtful attitudes can lead to more attitude-consistent thinking and action.
Such effects appear most likely in contexts where one engages in meta-cognitive reflection about the implications of the social target of one's own attitude.
Implications for attitude strength and attitude-behavior consistency will be discussed.
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