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Personality and Social Psychology Bulletin, Vol. 31, No. 7, 949-962 (2005)
DOI: 10.1177/0146167204273007
© 2005 Society for Personality and Social Psychology, Inc.

Attitude Importance as a Moderator of the Relationship Between Implicit and Explicit Attitude Measures

Andrew Karpinski

Temple University, andykarp{at}temple.edu

Ross B. Steinman

Temple University

James L. Hilton

University of Michigan

The authors examined attitude importance as a moderator of the relationship between the Implicit Association Test (IAT) and explicit attitude measures. In Study 1 (N = 194), as ratings of attitude importance regarding the 2000 presidential election increased, the strength of the relationship between a Bush-Gore IAT and explicit attitude measures also increased. Study 2 provided a conceptual replication of these results using attitudes toward Coke and Pepsi (N = 112). In addition, across both studies, explicit attitude measures were better predictors of deliberative behaviors than IAT scores. In Study 3 (N = 77), the authors examined the role of elaboration as a mechanism by which attitude importance may moderate IAT-explicit attitude correlations. As predicted, increased elaboration resulted in stronger IAT-explicit attitude correlations. Other possible mechanisms by which attitude importance may moderate the IAT-explicit attitude relationship also are discussed.

Key Words: implicit attitudes • explicit attitudes • attitude importance


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