Attitude strength and consumer behavior

Joseph J. Siev and Richard E. Petty

Chapter 4 in Handbook of Social Psychology and Consumer Behavior, 2026, pp 40-52 from Edward Elgar Publishing

Abstract: Attitude strength—defined by the persistence of attitudes over time, their resistance to change, and their impact on judgment and behavior—plays a critical role in consumer psychology. This chapter examines key factors associated with attitude strength, including certainty (confidence in an attitude) and ambivalence (conflicted feelings about an attitude). While research typically links higher certainty and lower ambivalence with more impactful attitudes, recent evidence reveals conditions under which these relationships reverse, with less certainty and more ambivalence sometimes motivating greater attitude-consistent action. We explore these paradoxical effects and their theoretical underpinnings, focusing on the role of insecurity and compensatory motivation. Additionally, we review emerging topics, such as the impact of preference-framing on attitude strength, individual differences in attitude strength, and how people perceive the strength of others’ attitudes. This chapter provides insights for understanding how and when attitudes shape behavior, with implications for academic research and marketing practice.

Keywords: Attitudes; Attitude strength; Certainty; Ambivalence; Social influence; Persuasion (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035327591
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