Theorists: Rosenberg
Rosenberg is most known for research concerning the affective-cognitive consistency. This theory suggests that the more consistency existing between dispositions toward an object and cognitions about the object's relation to the achievement of the valued goals of the individual, the stronger an individual's attitude will be (22).
Rosenberg also discovered that individuals high in the affective-cognitive consistency demonstrated more attitude stability through time than those individuals who were low (22).
The affective-cognitive consistency is linked to an individual's involvement with an attitude topic and the response certainty.
Furthermore, a crucial part of measuring an individual's self perception has come from Rosenberg's work in this field.. In looking at the role of self-esteem in one's attitude, the Rosenberg Self-Esteem Scale allows us to measure our confidence in ourselves.
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