Abstract: Attitude strength is treated as the extent to which attitudes manifest the qualities of durability and impactfulness. The durability includes the persistence of attitude and the resistance of attitude, while the impactfulness includes the effects on information processing and behavior. Attitude strength contains 9 common dimensions including accessibility, ambivalence, certainty, elaboration, extremity, importance, knowledge, personal relevance and structural consistency. The article introduced the manipulation and measurement of attitude strength, and discussed the previous researches about the dimension constructs of attitude strength. Furthermore, we pointed out that attitude strength contained more than three dimension constructs, and put forward some research directions such as associating the attitude strength with the variables on the group level and social monitoring system

Key words: attitude strength, dimension constructs, measurements, manipulations