Construction and retrieval of evaluative judgments: The attitude strength moderation model

Disagreement exists as to the psychological processes underlying reports of evaluative judgments, with some theorists suggesting that attitudes can be retrieved and used to guide evaluative judgments, and others suggesting that such judgments are the result of construction, wherein evaluative judgments are constructed on the spot, and as needed. We propose the attitude strength moderation model, which predicts that evaluative judgments of an...