The role of attitudes in memory-based decision making.
Frequently, considerable knowledge of the attributes of decision alternatives is available in memory so as to permit a thoughtful and deliberate choice. However, in many instances, individuals neglect to use such knowledge and instead rely on "attitude-based" strategy to make a memory-based decision. The findings from two experiments suggest that as to the motivation to make a correct decision or the opportunity to use the available attribute knowledge decreases, the likelihood that attitudes will guide a memory-based decision increases. The findings illustrate the functional role attitudes play in guiding decisions and behavior. By providing a ready means of evaluating choice alternatives, attitudes enable an individual to make a decision relatively quickly and effortlessly.
Sanbonmatsu
D M
DM
Department of Psychology, University of Utah, Salt Lake City 84112.
Fazio
R H
RH
D000328:Adult; D001143:Arousal; D001288:Attention; D001290:Attitude; D003657:Decision Making; D006801:Humans; D011939:Mental Recall; D009042:Motivation