Seeking Confirmation in Times of Doubt

Strong attitudes exert greater influence on social perceptions, judgments, and behaviors. Some research indicates that strong attitudes are associated with exposure to attitude-confirming information. However, we believe that uncertain attitudes might produce strong selective exposure to attitude-consistent information, especially when available information is unfamiliar. In three experiments, participants reported attitude favorability, reported attitude confidence (Study 1A and 2) or completed a doubt-priming manipulation (Study 1B), and selected information supporting or opposing an issue. When chosen information was relatively unfamiliar (in all three studies), uncertainty led to more attitude-consistent exposure than certainty did. However, when chosen information was more familiar (in Study 2), the pattern of effects was significantly reversed: Certainty led to more attitude-consistent exposure than did uncertainty. This finding suggests that under certain conditions, uncertainty can motivate people to seek attitude-confirming information, thereby creating a motivational basis for weak attitudes to have strong influences on information seeking.