Attitudes as Object–Evaluation Associations of Varying Strength

Historical developments regarding the attitude concept are reviewed, and set the stage for consideration of a theoretical perspective that views attitude, not as a hypothetical construct, but as evaluative knowledge. A model of attitudes as object-evaluation associations of varying strength is summarized, along with research supporting the model's contention that at least some attitudes are represented in memory and activated automatically upon the individual's encountering the attitude object. The implications of the theoretical perspective for a number of recent discussions related to the attitude concept are elaborated. Among these issues are the notion of attitudes as "constructions," the presumed malleability of automatically-activated attitudes, correspondence between implicit and explicit measures of attitude, and postulated dual or multiple attitudes.