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THE TERM attitude strength has been used often throughout the social sciences during the last century, but it has been used in many different ways and has rarely been formally defined in conceptual and operational terms. Recently, however, Krosnick and Petty (1995) proposed a definition pointing to four essential qualities of strong attitudes. In doing so, they drew an analogy between strong attitudes and people who are physically strong. Strong people are difficult to move and have a relatively easy time moving others. Likewise, strong attitudes can be thought of as those that resist change, which leads them to be especially stable over time. Strong attitudes are also influential, in that they powerfully direct information processing and have a substantial impact on behavior. Thus, the strength of an attitude is defined in terms of four dimensions—resistance to change, persistence over time, strength of impact on …