Strong Attitudes Without Elaboration: the Threshold Difference Effect

JaeHwan Kwon, University of Iowa, USA
Dhananjay Nayakankuppam, University of Iowa, USA
William Hedgcock, University of Iowa, USA
We find the underlying mechanism of the quick-but-strong attitude formation process. Specifically, compared to individuals who believe their personal traits are malleable (incremental theorists), individuals who believe their personal traits are fixed (entity theorists) need smaller amount of information about the target objects when forming strong attitudes.
[ to cite ]:
JaeHwan Kwon, Dhananjay Nayakankuppam, and William Hedgcock (2013) ,"Strong Attitudes Without Elaboration: the Threshold Difference Effect", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.