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Some attitudes are durable and impactful, whereas others are weak and inconsequential. Over the last few decades, researchers have identified roughly a dozen attributes of attitudes that differentiate the strong from the weak. However, considerable controversy remains regarding the relations among these attributes. Some scholars have suggested that the various strength‐related attributes reflect a small number of latent constructs, whereas others have suggested that each is a distinct construct in its own right. We review this ongoing controversy, and we then review a diverse set of recent studies that provide new evidence in support of the latter perspective. We consider the implications of our findings for the conceptualization of attitude strength and for the methods by which it is studied.