Attitude Certainty

What it measures

Measures the extent to which a person is confident that their attitude toward a focal object is correct and unlikely to change. Adapted by Mathmann et al. (2017) for use in a product choice context. Items are directed toward a specific attitude object specified by the researcher. High certainty reflects a firm, resistant attitude; low certainty reflects ambivalence.

Representative items

• I am certain about my feelings about the [object] I selected.
• I am sure that my opinion about this [object] is right.
• My opinion about this [object] is firm.
• My opinion about this [object] can be changed easily. (r)
• My view on this [object] is definite.

Citation

Krosnick, J.A., Boninger, D.S., Chuang, Y.C., Berent, M.K., & Carnot, C.G. (1993). Attitude strength: One construct or many related constructs? Journal of Personality and Social Psychology, 65(6), 1132–1151.