Reasoning and the weighting of attributes in attitude judgments.

Two experiments examined processes by which analyzing reasons may influence attitude judgments. Participants made multiple liking judgments on sets of stimuli that varied along 6 a priori dimensions. In Study 1, the stimulus set consisted of 64 cartoon faces with 6 binary-valued attributes ( e.g., a straight vs. a crooked nose). In Study 2, the stimuli were 60 digitized photographs from a college yearbook that varied along 6 dimensions uncovered through multidimensional scaling. In each experiment, half of the participants were instructed to think about the reasons why they liked each face before making their liking rating. Participants' multiple liking ratings were then regressed on the dimension values to determine how they weighted each dimension in their liking judgments. The results support a process whereby reasoning leads to increased variability and inconsistency in the weighting of stimulus information. Wilson's model of the disruptive effects of reasoning on attitude judgments (e.g., T. D. Wilson, D. S. Dunn, D. Kraft, & D. J. Lisle, 1989) is discussed.