Complexity of attitude object representations affects attitude-behavior consistency toward typical versus atypical social category members

Abstract

Previous research showed a typicality effect--that social category attitudes predict behavior better toward typical than atypical members, presumably because individuals distinguish between category members who do and do not match their cognitive representations of a typical member. The present research tested whether individuals who draw relatively few distinctions among category members (i.e., have relatively simple attitude object representations) display less of a typicality effect than do individuals who draw relatively many such distinctions (i.e., have relatively complex attitude object representations). The hypothesis was supported in two studies, one of which measured and the other of which attempted to manipulate intra-category distinctions. The results have implications for theories of attitudes and attitude-behavior consistency.