Relationships among the latitudes of acceptance, rejection, and noncommitment were investigated to develop indicators of ego involvement, using the owncategories method and the method of ordered alternatives. Degree of involvement was differentiated across attitude positions (extreme-moderate) and among persons taking the same position. Findings from five studies were that degree of involvement is (a) inversely related to fineness of discrimination in judging beliefs about one's reference group; ( 6) associated with the priority of normative concerns (values) in one's reference group; (c) positively related to selectivity in attributing credibility to communicators and to contrast effects in judging communicator positions; (d) inversely related to attitude change in response to short communications; and (e) positively related to the probability of action and positive response to social pressures to action congruent with attitude. Factors affecting the indicators and possible implications for attitude research arc discussed.Theories about attitude functioning and change frequently make predictions that are contingent upon the degree of intensity, personal meaning, importance, or ego involvement of the attitude object to the person (cf.

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