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On the Relationship between Attitudes and Values: Exploring the Moderating Effects of Self-Monitoring and Self-Monitoring Schematicity

University of Toronto, Scarborough

John N. Bassili

University of Toronto, Scarborough

The moderating effect of self-monitoring on the relation between values and attitudes, and the extent to which self-monitoring schematicity accentuates this relationship were examined in a computer-assisted telephone interview (CATJ) survey. Subjects were polled on two policy issues, on their endorsement of values related to these issues, and on their self-monitoring tendencies. Response latency to the self-monitoring questions formed the self-monitoring schematicity index. Values predicted attitudes to a greater extent for low than for high self-monitors. Moreover, individuals who quickly answered questions about their self-monitoring tendencies (schematic low and high self-monitors) behaved more consistently with the tenets of the construct than individuals who answered the questions slowly. The implications of these results for theorizing about the influence of values on attitudes and for the role of schematicity in self-assessment in the personality domain are discussed.

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