Cognitive schemas and thought as determinants of attitude change

Abstract

It was hypothesized that thought would result in greater attitude polarization than distraction and that this effect would be more pronounced with better developed schemas (naive theories) for thinking about the attitude object. In Study 1, it was reasoned that persons have better developed schemas (e.g., implicit personality theories) for thinking about individuals than for thinking about groups. In Study 2, it was reasoned that men have better developed schemas for thinking about football and women have better developed schemas for thinking about women's fashions. In both studies, the hypothesis was significantly confirmed.