The Moderating Influence of Attitude Strength on the Susceptibility to Context Effects in Attitude Surveys

In 3 experiments, the authors assessed whether attitude strength moderates the susceptibility of attitudes to item context effects in surveys. In Experiment 1, respondents completed multiple measures of attitude strength. Three weeks later, respondents participated in a context experiment. Results revealed that respondents with weak attitudes exhibited significantly larger context effect for 1 of 2 issues. In Experiment 2, the results of Experiment 1 were conceptually replicated by use of measures of interattitudinal embeddedness to assess attitude strength. In Experiment 3, significant strength-moderated context effects were found when attitude strength was assessed in a multi-item, multidimensional manner but not when it was assessed with a single item. Discussion focuses on measurement and theoretical issues related to the moderation and mediation of context effects in attitude surveys.