ABSTRACT
Wyer is to be commended for stressing one such problem sorely neglected until recent years, namely selectivity in reception, processing, and recall. This chapter emphasizes Wyer's introductory caution against artificial "segregation" of the psychology of attitudes from the psychology of cognition in general, including any a priori assumptions that "they (attitudes) are governed by qualitatively different cognitive processes". In terms of the attitude concept that developed to handle the problem of the individual–group–society relationship and research related to it, Wyer's conclusions are astounding. Wyer attributes to Upshaw a summary conclusion concerning the interpretation of research on assimilation-contrast effects that, in fact, is exactly the Sherif–Hovland interpretation. In terms of a general theory of social judgment, which Wyer advocates, the findings are quite consistent. What personal involvement of an attitude does is to provide a salient internal anchor, greater consistency or coherence to the person's behaviors, and less responsiveness to transitory situational factors.
