Metacognitive Reflection as a Moderator of Attitude Strength Versus Attitude Bolstering: Implications for Attitude Similarity and Attraction.

"Strong" attitudes often have greater impact than "weak" attitudes. However, emerging research suggests that weak (uncertain) attitudes can substantially influence thinking or behavior. We propose metacognitive reflection as a moderator between traditional strength patterns and these emerging attitude bolstering patterns. Across six studies, research participants encountered a target person who agreed or disagreed with participants' attitudes. When focused on evaluating the target, attitudes predicted target evaluations better when the attitude was held with certainty (Study 1A), or after certainty had been primed (Studies 2A and 3; strength effects). However, when engaged in attitudinal social comparison (metacognitive reflection), attitudes better predicted target evaluation when the attitudes were held with doubt (Study 1B), or after doubt had been primed (Studies 2B and 3; bolstering effects). Expected change in certainty served as a mediator of attitude effects in metacognitive reflection but not target-focus conditions when doubt had been primed (Study 4).