Houses Built on Sand: Effects of Exemplar Stability on Susceptibility to Attitude Change.

Abstract

Attitude representation theory (C. G. Lord & M. R. Lepper, 1999) explains both attitude-behavior consistency and attitude change with the same principles. When individuals respond evaluatively to an attitude object, they activate and combine assumptions about the attitude object with perceptions of the immediate situation. The assumptions activated can vary across time, even without additional information. Previous research has shown that individuals activate exemplars when answering attitude questions, attitude reports vary with the valence of the assumptions activated, and activating differently liked exemplars reduces attitude-behavior consistency. The present research completed study of the theoretical implications of exemplar stability by showing that individuals with temporally unstable exemplars, whether spontaneous (Experiment 1) or manipulated (Experiments 2 and 3), are more susceptible to subsequent attitude change than are individuals with stable exemplars.