Attitude strength and motives to bolster weak attitudes: The impact of (un)certainty on attitude similarity effects on attraction
Abstract
Much research has indicated that people prefer others with similar attitudes; however, little research has examined boundary conditions of this well-documented phenomenon. The current research examines whether strength-related features of the (un)shared attitude (in particular attitude certainty) might moderate attitude similarity effects on attraction. From an attitude strength perspective, attitude uncertainty should weaken the attitude's impact in evaluating a (dis)similar other and, thus, weaken the similarity-attraction link. On the other hand, uncertainty might motivate a need for validation that another's agreement could satisfy. The current research demonstrates that 1) (un)certainty effectively moderates the similarity-attraction link and 2) whether uncertainty attenuates or amplifies similarity effects depends on an individual's evaluative focus. When focused on the target other, uncertainty undermines an attitude's impact on attraction. When focused on the attitude, uncertainty amplifies similarity effects on attraction because the similar other is viewed as a means to strengthen the shaky attitude.
Degree
Ph.D.
Advisors
Wegener, Purdue University.
Subject Area
Psychology|Physiological psychology
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