Attitude confidence refers to: select one: a. how easily and readily an attitude can be retrieved from memory. b. how strongly we hold an attitude. c. how much we know about a product. d. how our evaluations regarding a brand are mixed. e. how much we like or dislike something.

   B. How strongly we hold an attitude

Explanation:  Attitude confidence means how firmly we stand on what we think, on what our attitude is. That attitude can be about anything and it can take a long time, it doesn't have to mean anything negative if that attitude is based on real, proven facts. If this attitude is held firmly without foundation in order to emphasise the firmness of the attitude without some basis, it may be arrogant. Arrogance is an offensive attitude by which one wants to show one's superiority rather than a firmly factual stance.

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