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Strength of the Attitude

Strength of the Attitude According to the theories of reasoned action and planned behavior, specific attitudes combine with social factors to produce be- havior. Sometimes attitudes have more influence on behavior than do the other factors; sometimes they have less influence. In large part, it depends on the im- portance, or strength, of the attitude. Each of us has some views that are nearer and dearer to the heart than others. Computer jocks become attached to PC laptops or Apple iPads, religious fundamentalists express deep concerns about issues pertaining to life and death, and political activists have fiery passions for one political party or policy over others. In each case, the attitude is held with great confidence and is difficult to change.

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Why are some attitudes stronger than others? David Boninger and others identified three psychological factors that consistently seem to distin- guish between our strongest and weakest attitudes. These investigators asked people to reflect on their views toward defense spending, gun control, the legal- ization of marijuana, abortion rights, and other issues. They found that the attitudes people held most passionately were those that concerned issues that (1) directly affected their own self-interests; (2) related to deeply held philo- sophical, political, and religious values; and (3) were of concern to their close friends, family, and social in-groups. This last, highly social point is import- ant. Research shows that when people are surrounded by others who are like- minded, the attitudes they hold are stronger and more resistant to change.

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