Do You Believe in Love At First Sight? I Do: Implicit Self-Theories and Attitude Strength

JaeHwan Kwon, University of Iowa, USA
Dhananjay Nayakankuppam, University of Iowa, USA
A consistent finding in the attitude literature is that strong attitudes are products of effortful cognitive elaboration (Petty and Wegener 1999). We argue that the link between elaboration and attitude strength could be more complicated: depending on implicit self-theories, individuals may form strong attitudes without elaboration.
[ to cite ]:
JaeHwan Kwon and Dhananjay Nayakankuppam (2012) ,"Do You Believe in Love At First Sight? I Do: Implicit Self-Theories and Attitude Strength", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 989-990.