I like it, because I like myself: Associative self-anchoring and post-decisional change of implicit evaluations

Research in the cognitive dissonance tradition has shown that choosing between two equally attractive alternatives leads to more favorable evaluations of chosen as compared to rejected alternatives (spreading-of-alternatives effect). The present research tested associative self-anchoring as an alternative mechanism for post-decisional changes of implicit evaluations. Specifically, we argue that choosing an object results in the creation of an association between the chosen object and the self. By virtue of this association, implicit evaluations of the self tend to transfer to the chosen object, such that implicit evaluations of the chosen object depend on implicit evaluations of the self. Importantly, this mechanism can lead to ownership-related changes in implicit evaluations even in the absence of cognitive dissonance. Results from four experiments provide converging evidence for these assumptions. Implications for a variety of phenomena are discussed, including cognitive dissonance, the mere ownership effect, the endowment effect, and ingroup favoritism.     

Understanding patterns of attitude change: When implicit measures show change, but explicit measures do not

A common assumption in research on attitudes is that indirect measures assess relatively stable implicit attitudes, whereas traditional self-report measures assess more recently acquired explicit attitudes that coexist with old, presumably stable implicit attitudes. This assumption seems difficult to reconcile with research showing experimentally induced changes on implicit but not explicit measures. The present research tested a process-account of such asymmetrical patterns. Specifically, we argue that implicit measures show experimental effects that do not emerge on explicit measures when (a) the pairing of an attitude object with positive or negative valence creates new automatic associations in memory, and, at the same time, (b) the consideration of additional information about the attitude object eliminates the impact of automatic associations on self-reported evaluative judgments. Results from three studies support these predictions. Implications for research on attitude change are discussed.     

The Obama effect: Decreasing implicit prejudice and stereotyping

This project explores the impact of Barack Obama’s presidential campaign and the resulting high levels of exposure to a positive, counter-stereotypic Black exemplar, on prejudice and stereotyping among non-Black participants. We found dramatically decreased levels of implicit anti-Black prejudice and stereotyping as compared with bias observed previously at the same institutions and in the literature. Providing some insight why the bias was reduced, Study 1 demonstrated that participants had positive Black exemplars come to mind or anticipated that other people have positive exemplars come to mind when they thought of Black people and this was associated with low levels of racial prejudice. Our second study revealed that participants who had qualities strongly associated with Obama as a political figure (e.g., president) activated when they were primed with “Black” had lower levels of implicit prejudice. These findings indicate that the extensive exposure to Obama resulted in a drop in implicit bias.     

Revisiting the Obama Effect: Exposure to Obama reduces implicit prejudice

The present research experimentally evaluated whether exposure to Barack Obama, a positive counter-stereotypic exemplar, can result in a decrease in implicit anti-Black prejudice among non-Black participants. In order to undo any existing influence of exposure to Obama, we first exposed some participants to negative Black exemplars. Participants were assigned to one of three conditions where they were exposed subtly to negative Black exemplars, to negative Black exemplars and then Obama, or to neutral X's (i.e., control). Participants who were only primed with negative Black exemplars showed more implicit negativity toward Black people compared to the control group. Participants exposed to the same negative Black exemplars and then Obama showed a decrease in implicit racial bias levels compared to those in the negative exemplar only condition, providing experimental evidence that exposure to Obama can decrease implicit racial bias levels. These findings indicate that even subtle exposure to a positive, counter-stereotypic exemplar can reduce implicit prejudice.     

How to like yourself better, or chocolate less: Changing implicit attitudes with one IAT task

The current paper introduces a novel feature of implicit association tests (IATs) by demonstrating their potential to change implicit attitudes. We assume that such changes are driven by associative learning mechanisms caused by carrying out an IAT task. Currently, evaluative conditioning appears to be the only widespread paradigm for changing implicit attitudes. An IAT task could provide an alternative. In two experiments, participants initially reacted to only one IAT task. Implicit preferences subsequently assessed with different implicit measures depended on the initial IAT task. This was shown for implicit self-esteem and for implicit attitudes towards well-known candy brands. Findings are discussed in relation to task-order effects in IATs.     

The effect of expertise on the relation between implicit and explicit attitude measures: An information availability/accessibility perspective

Three experiments investigate expertise as a moderator of the relationship between implicit and explicit attitude measures. Prior research suggests that greater expertise leads to stronger implicit–explicit relations; however, a cognitive view of expertise can also predict a weaker implicit–explicit relation. Our framework helps to resolve that seeming contradiction on the basis of the availability/accessibility of attributes versus attitudes in explicit attitude measures. We show that object specificity and contextual factors (e.g., instructions and prior evaluations in a survey) differentially affect the availability/accessibility of global attitudes and attribute information for novices versus experts, thus determining how expertise moderates the implicit–explicit relation.     

I like you,I like you not: Understanding the formation of context-dependent automatic attitudes

Previous research has shown that automatic evaluations can be highly context dependent. Expanding on past research demonstrating context effects for existing attitudes toward familiar objects, the present research examined basic principles that guide the formation of context-dependent versus context-independent automatic attitudes. Results from four experiments showed that: (a) newly formed attitudes generalised to novel contexts when prior experiences with the attitude object were evaluatively homogeneous; (b) when prior experiences were evaluatively heterogeneous, automatic evaluations became context sensitive, such that they reflected the contingency between the valence of prior experiences and the context in which these experiences occurred; and (c) when prior experiences were evaluatively heterogeneous across different contexts, novel contexts elicited automatic evaluations that reflected the valence of first experiences with the attitude object. Implications for research on automatic evaluation and attitude change are discussed.     

On the relationship between implicit and explicit self-esteem: The moderating role of dismissing attachment

Recently, dual models of social cognition have distinguished the implicit (affective) and the explicit (propositional) levels of self-esteem. Many studies have found that implicit and explicit self-esteem are weakly or even not correlated. Concerning the moderating factors of such a relationship, other studies stressed the importance of emotional awareness in the translation of implicit self-evaluations into a propositional format. If so, the defensive strategy which characterizes dismissing attachment should determine a fictitious explicit self-image, by impairing the awareness of self-related emotional experiences. At the implicit level, instead, such defensive processes should not operate. We therefore hypothesized that dismissing attachment would increase the implicit-explicit self-esteem discordance. Participants were 145 university students with a mean age of 20.4 (SD = 2.75). Moderated multiple regression analyses were conducted to test for the interactive effects of the Self-Esteem Implicit Association Test and the Attachment Style Questionnaire scales on the Rosenberg Self-Esteem Scale. Findings revealed an interaction effect only for the relationships as secondary scale, confirming that dismissing style, but not other attachment dimensions, increases implicit-explicit self-esteem discordance.     

Perceiving stability as a means to attitude certainty: The role of implicit theories of attitudes

This research introduces the concept of implicit theories of attitude stability. Across three studies, individuals are shown to vary both naturally and situationally in their lay theories about the stability of attitudes. Furthermore, these general theories are shown to impact people's certainty in their specific attitudes by shaping their perceptions of the stability of the attitude under consideration. By affecting attitude certainty, implicit theories of attitude stability also influence the extent to which people rely on their attitude when committing to future attitude-relevant behavior. Moreover, following exposure to a persuasive attack, implicit theories are shown to interact with situational perceptions of attitude stability to determine attitude certainty. Collectively, these findings suggest that implicit theories of attitude stability have an important influence on people's attitude certainty, subsequent behavioral intentions, and resistance to persuasive messages. Future directions concerning the potential impact of these theories for other attitudinal phenomena are discussed.     

When old and frail is not the same: Dissociating category and stimulus effects in four implicit attitude measurement methods

It is not always clear whether implicit attitude measures assess the attitude towards single stimuli or the attitude towards categories. Nevertheless, this is important to know—both for interpreting implicit attitude effects and for selecting the test that is most appropriate for individual research aims. We investigated this for four implicit measures: the standard Implicit Association Test (IAT), the IAT-recoding free (IAT-RF), and two versions of the Extrinsic Affective Simon Task (EAST, identification (ID)-EAST). Effects in the standard IAT reflect evaluations of categories and single stimuli, whereas the IAT-RF measures attitudes towards categories only. Both versions of the EAST measure evaluations of single stimuli independently from the evaluation of categories. Three different effect sources are distinguished: attitudes towards single stimuli (IAT; EAST and ID-EAST), attitudes towards target categories (IAT and IAT-RF), and processes of recoding (IAT), which do not necessarily reflect attitudes.     

When implicit fails: Explicit but not implicit attitudes predict choices of decided and undecided voters

IntroductionA recent study (Friese et al., 2012) involving two major political elections in the US and Germany reported that voting behavior was better predicted by explicit than implicit attitudes for both decided and undecided voters and that when voting behavior was predicted by implicit attitudes, the prediction was better for decided than undecided voters.ObjectiveWe conducted a comparable study for the 2012 French presidential election using voter volatility as a measure of voter decidedness, in order to test the generalizability of the findings of Friese et al. (2012).MethodParticipants’ voting intention, explicit and implicit attitudes towards the candidates Sarkozy and Hollande were collected during the 2 weeks separating the two rounds of the election.ResultsOur findings confirm that explicit attitudes outperform implicit attitudes when predicting voting choice, but not that the relationship between implicit attitudes and voting intention is moderated by voter decidedness.ConclusionFurther research is needed in order to test whether the moderation of implicit attitudes by voter decidedness is a robust finding or not.     

When linking is stronger than thinking: Associative transfer of valence disrupts the emergence of cognitive balance after attitude change

The present research investigated the role of cognitive balance vs. associative transfer of valence in attitude change. Participants first formed positive or negative attitudes toward several source individuals. Subsequently, participants were shown source–target pairs along with information about the source–target relationship (‘likes’/‘dislikes’). Afterwards, participants’ attitudes toward the sources were changed by means of information that was opposite to the initially induced attitude. In a control condition, initial source attitudes remained unqualified. Results in the control condition showed that initially formed attitudes and available relationship information produced target evaluations that were consistent with the notion of cognitive balance. However, when attitudes toward the sources changed, target evaluations directly matched attitudes toward individually associated sources, irrespective of the relation between source and target. These results suggest that associative transfer of valence can disrupt the emergence of cognitive balance after attitude change.     

Honor to the core: Measuring implicit honor ideology endorsement

People from honor-oriented societies emphasize the maintenance and defense of reputation. Prior research has used geographical distinctions or self-report scales to identify honor-oriented regions and people. The current study examined if honor orientations can be assessed at an implicit level through the use of the Affect Misattribution Procedure (Payne, Cheng, Govorun, & Stewart, 2005). People high in explicit honor ideology scored significantly higher on a newly developed implicit honor ideology measure than people low in explicit honor. In addition, people high in implicit honor ideology demonstrated a better memory for honor- and dishonor-related words on a surprise memory test. These results support the possibility that honor ideology can be measured implicitly and open up a new realm for research on honor cultures.     

Changing explicit and implicit attitudes: The case of self-esteem

Three experiments investigated predictions concerning asymmetrical patterns of implicit and explicit self-esteem change. Specifically, we investigated the influence of knowledge about the own self that is momentarily salient as well as the influence of affective valence associated with the self in memory on implicit and explicit self-esteem. The latter was induced by evaluative conditioning, the former by directed thinking about oneself. We found that while evaluative conditioning changed implicit but not explicit self-esteem (Experiment 1), thinking about the own self altered explicit but not implicit self-esteem (Experiment 2). Moreover, in a third experiment, it could be shown that the effect of evaluative conditioning can spill over to the explicit level when participants are asked to focus on their feelings prior to making their self-report judgements (Experiment 3). Implications of our results are discussed in terms of recent controversies regarding dual-process models of attitudes and associative versus propositional modes of information processing.     

On the relationship between explicit and implicit self-concept of extraversion and neuroticism

Indirect methods such as the implicit association test (IAT) could complement traditional self-report questionnaires of personality traits. However, it is unclear whether IAT scores and self-report scores of nominally the same personality trait measure the same construct or overlapping but distinct constructs. To investigate how IAT and self-report personality scores relate to each other, we conducted a web-based data collection where participants completed self-report personality questionnaires (n = 432) and IATs for extraversion (n = 393) and neuroticism (n = 385). We found that extraversion self-report and IAT scores were more strongly correlated with each other than corresponding neuroticism scores. Overall, our findings suggest that although extraversion and neuroticism self-report and implicit measures are related, they do measure distinct constructs.     

On the validity of implicit association measures of personality traits

Participants (N = 200) completed self-report and implicit association (IAT) measures of Extraversion, Conscientiousness, and Emotional Stability. Peer trait ratings and supervisor ratings of job performance were also collected. Results suggested low convergence between IAT and self-report trait measures. Cognitive ability and self-positive bias both explained significant portions of the method variance expressed by IAT measures. Correlations between IAT trait measures and job performance were statistically non-significant, of similar magnitudes to their self-report counterparts, and of magnitudes consistent with past research on criterion validities of self-report trait measures. The results offer only very limited support for the use of IAT trait measures in applied assessment settings.     

On stability of the structure of implicit personality theory over situations

In the present study, the following (hitherto unaddressed) question was posed: “Is the structure of implicit personality theory stable over situations?”. In order to answer this question, correlation coefficients were computed between different aspects of two trait-structures obtained under different situational conditions. The results seem to indicate that the structure of IPT is stable over situations. The results are discussed in the light of some methodological considerations.     

Better than average and better with time: relative evaluations of self and others in the past,present, and future

Evaluations of self and others in the past, present, and future were examined by asking 385 students to rate themselves or an acquaintance relative to their peers on a number of personality traits. We predicted, and found, evidence for self‐enhancement, as most participants regarded themselves superior to ‘most others’ at all points in time. We also found a better than average improvement effect, as participants considered themselves more superior now, than they were in the past, and expected to become even more superior in the future. Expected improvement in the future was larger than improvement over an equal span of time in the past. It is suggested that favorable self‐constructions are possible to the extent that the past and the future are perceived as ambiguous. Singular acquaintances were also rated better than most others, and were believed to improve over time, but their rate of improvement in the future was smaller than the expected improvement for oneself. Copyright © 2007 John Wiley & Sons, Ltd.     

Together we are strong: Explicit and implicit paranormal beliefs predict performance in a knowledge test of paranormal phenomena better than explicit beliefs alone

The belief in paranormal phenomena is a frequently studied topic. Studies predominantly assess explicit (i.e., conscious) parts of paranormal belief (PB) using questionnaire-based self-report measures which are prone to impression management and social desirability tendencies. In order to investigate the usefulness of measuring implicit (i.e., automatic) PB, we developed a PB Implicit Association Test (PB-IAT). Implicit PB was uncorrelated with explicit PB, but moderated the relationship between explicit PB and participants’ knowledge of paranormal phenomena. Participants with a weak implicit PB did not differ in their knowledge scores regardless of whether they had strong or weak explicit PB. But participants with strong implicit PB had higher scores when they also had strong explicit PB compared to participants with weak explicit PB. These results suggest that discrepant configurations of PB impair performance in a knowledge test about paranormal phenomena.     

The nature of the memory buffer in implicit learning: Learning Chinese tonal symmetries

Previous research has established that people can implicitly learn chunks, which (in terms of formal language theory) do not require a memory buffer to process. The present study explores the implicit learning of nonlocal dependencies generated by higher than finite-state grammars, specifically, Chinese tonal retrogrades (i.e. centre embeddings generated from a context-free grammar) and inversions (i.e. cross-serial dependencies generated from a mildly context-sensitive grammar), which do require buffers (for example, last in-first out and first in-first out, respectively). People were asked to listen to and memorize artificial poetry instantiating one of the two grammars; after this training phase, people were informed of the existence of rules and asked to classify new poems, while providing attributions of the basis of their judgments. People acquired unconscious structural knowledge of both tonal retrogrades and inversions. Moreover, inversions were implicitly learnt more easily than retrogrades constraining the nature of the memory buffer in computational models of implicit learning.