A strong message recall‐attitude relationship was predicted when participants were induced to use memory‐based processing to form their attitudes but not when induced to use on‐line processing after exposure to a persuasive message. The recall‐attitude correlation in the memory‐based conditions was expected to be positive when the arguments were strong and negative when they were weak; 240 participants participated in a study to test these predictions. An ample and positive recall‐attitude relationship was found when participants were exposed to strong arguments in both processing conditions. A small but negative relationship was found in the weak arguments, on‐line processing condition but not the memory‐based condition. Parallel findings were obtained when need to evaluate was used to measure processing type.