Effects of Inconsistent Attribute Information on the Predictive Value of Product Attitudes: Toward a Resolution of Opposing Perspectives

Abstract

This article examines the effects of evaluative inconsistencies in product attribute information on the strength of the resultant attitude, as manifested in its predictive ability. The existing literature makes opposing predictions regarding the effects of information inconsistency on attitude strength. We seek to resolve this dilemma by investigating the likelihood of inconsistency reconciliation—that is, whether or not people elaborate on inconsistencies with the goal of achieving an integrated evaluation. A strengthening effect should result when the processing goal is conducive to reconciliation and goal-facilitating factors are present in the environment; however, a weakening effect should be obtained when conditions are unfavorable to inconsistency reconciliation. Results from three experiments provide support for this conceptualization and offer a possible resolution of the opposing theoretical perspectives present in the literature.