title: Attitude importance as a moderator of the relationship between implicit and explicit attitude measures.
abstract: 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.
authors.affiliation: Deparment of Psychology, Temple University, Philadelphia, PA 19122-5539, USA. andykarp@temple.edu
authors.forename: Andrew
authors.initials: A
authors.lastname: Karpinski
authors.forename: Ross B
authors.initials: RB
authors.lastname: Steinman
authors.forename: James L
authors.initials: JL
authors.lastname: Hilton
mesh_terms: D001290:Attitude; D001628:Beverages; D002755:Choice Behavior; D006801:Humans; D012660:Semantics; D011795:Surveys and Questionnaires