Attitude Strength Research

Attitude Strength Research explores what makes people's opinions about issues, products, or ideas more stable and influential. Strong attitudes are those that are deeply held, confidently held, and resistant to change. Factors contributing to attitude strength include personal importance, consistency over time, and how directly the attitude relates to someone’s identity. Such strong attitudes are more likely to guide behavior and affect decision-making. Researchers study these qualities to better understand how attitudes form, persist, or change, helping improve communication, marketing, and behavior change strategies by focusing on fostering or modifying attitude strength.