The literature on cultivation processes assumes that second‐order judgments (e.g., attitudes) are repeatedly updated during viewing (i.e., on‐line) and can be reported when asked. In this article, we propose this reasoning only holds for people high in their need to evaluate (NTE). Low‐NTE individuals do not update their opinions on‐line and have to construct their attitudes memory‐based, limiting the likelihood of finding second‐order relationships. Results from a cross‐sectional survey among 226 adolescents indicate that crime drama viewing and scary world beliefs are only correlated among high‐NTE individuals. NTE does not moderate cultivation through nonfiction. The theoretical implications of memory‐based attitudes for second‐order cultivation are discussed, and suggestions are made for future research on attitudinal media effects.