Attitude strength is considered as an extra-content aspect of attitude. A model of the relationship of attitude strength to attitude direction and behavior proposes that attitude strength is comprised of three dimensions that moderate the relationship between attitude direction and behavior. The dimensions are parallel to the tripartite dimensions of attitude content: cognitive, affective, and conative. A survey of attitudes and usage of fast food restaurants was completed by graduate and undergraduate business students (N=96). Respondents rated their beliefs about going to fast food restaurants; overall liking of a particular chain; evaluation how each of 17 attributes applies to the chain; and perceptions of how well others think of them when they go to the chain in six usage situations. Evidence from four analyses of usage and attitudes about a fast food restaurant generally support the model. The research is somewhat limited in scope and methodology. Because attitude strength measures used in the current research may have confounded theoretically-based distinctions and method, a multitrait-multimethod approach might provide further evidence about dimensionality of attitude strength. (Author/ABL)