Selective Exposure and News Media Brands: Implicit and Explicit Attitudes as Predictors of News Choice

ABSTRACT

Media consumers often lack the motivation, time, or cognitive capacity to select content in a deliberate way; instead, they opt for mental shortcuts. Brands are important in this regard because they simplify decision making. In the present study we investigated whether attitudes toward news media brands predict news choice. It is important that we conceptualized attitudes on two different levels: Although explicit attitudes are defined as overtly expressed, more or less deliberate evaluations, implicit attitudes are defined as automatically activated, gut-level evaluations. The supplementary use of implicit attitudes is consistent with current theorizing highlighting that deeply held and sometimes even unconscious evaluations influence media choice. Using a web-based study, we found that implicit and explicit attitudes toward television brands predicted choice. Each attitude construct predicted variance beyond that predicted by the other. We discuss implications by emphasizing the role of automatic, gut-level decision making in current high-choice media environments.     

Implicit and explicit attitudes respond differently to increasing amounts of counterattitudinal information

This research examined the processes by which explicit and implicit attitudes changed to systematically differing levels of counterattitudinal (CA) information. Explicit attitudes changed quickly in response to relatively small amounts of CA information, reflecting rule‐based reasoning. On the other hand, implicit attitudes changed more slowly in the face of CA information, reflecting the progressive accretion of evaluation‐attitude object pairings. Thus, explicit attitudes were extremely malleable and changed quickly when CA information was presented, however, implicit attitudes revealed a slow, linear change trajectory resulting from the on‐going accrual of information about the attitude object. Implications for the processes underlying implicit and explicit attitudes are discussed. Copyright © 2006 John Wiley & Sons, Ltd.     

Voting “Against Islamization”? How Anti‐Islamic Right‐Wing,Populist Political Campaign Ads Influence Explicit and Implicit Attitudes Toward Muslims as Well as Voting Preferences

We explore the effects of anti‐Islamic right‐wing, populist political campaign ads on voting intention for a right‐wing populist party using a quota‐based online experiment (N = 174). Additionally, we investigate implicit attitudes (i.e., automatic affective associations) and explicit attitudes (i.e., overtly expressed evaluations) toward Muslims as underlying mechanisms of these effects. We find that exposure to the political campaign ads prompts explicit hostile attitudes toward Muslims mediated by implicit attitudes. Explicit attitudes in turn shape voting intention. Moreover, implicit attitudes toward Muslims predict voting preference beyond the influence of explicit attitudes. Thus, resentments toward Muslims may foster voters’ support for anti‐Islamic right‐wing populist parties even “under the radar” of conscious awareness. In sum, this study demonstrates for the first time the entire process of right‐wing, populist political campaign ads’ effects on voting preferences via implicit and explicit attitudes toward Muslims.     

Understanding implicit and explicit attitude change: a systems of reasoning analysis

There is considerable controversy about how to conceptualize implicit and explicit attitudes, reflecting substantial speculation about the mechanisms involved in implicit and explicit attitude formation and change. To investigate this issue, the current work examines the processes by which new attitudes are formed and changed and how these attitudes predict behavior. Five experiments support a systems of reasoning approach to implicit and explicit attitude change. Specifically, explicit attitudes were shaped in a manner consistent with fast-changing processes, were affected by explicit processing goals, and uniquely predicted more deliberate behavioral intentions. Conversely, implicit attitudes reflected an associative system characterized by a slower process of repeated pairings between an attitude object and related evaluations, were unaffected by explicit processing goals, uniquely predicted spontaneous behaviors, and were exclusively affected by associative information about the attitude object that was not available for higher order cognition.     

Mutual influence of implicit and explicit attitudes

Research and theory distinguish two types of attitude: automatic evaluative reactions and deliberate evaluative judgments, referred to as implicit and explicit attitudes, respectively. Although these attitudes are distinct, they may influence each other. Four studies tested whether implicit and explicit attitudes are both influenced by propositional and associative learning. We also tested whether changes in one kind of attitude mediate changes in the other. Study 1 found that propositional learning about novel individuals directly influenced explicit attitudes and indirectly influenced implicit attitudes through changes in explicit attitudes. Studies 2 and 3 replicated this finding and extended it by simultaneously demonstrating that associative learning through Evaluative Conditioning directly influences implicit attitudes and indirectly influences explicit attitudes through changes in implicit attitudes. Study 4 replicated these effects for attitudes toward familiar, rather than novel, targets. These results suggest that implicit and explicit attitudes can share common antecedents and influence each other.     

Implicit Attitudes as Potential Protection From Risky Sex: Predicting Condom Use With the IAT

The Implicit Association Test (Greenwald, McGhee, & Schwartz, 1998) has become a popular tool for measuring implicit attitudes toward 2 contrasting concepts. In this study, we suggest including a neutral category (trees) to capture implicit evaluations of a single target attitude object. Using such a technique to measure implicit attitudes toward condoms, we predicted and found that explicit attitudes were related to intended condom use in situations that allow for controlled and deliberative processing, but implicit attitudes were related to intended condom use when automatic processing presides. Implications for such implicit and explicit attitude-behavior relations are discussed in the context of sexual risk-taking.     

Using the Implicit Association Test to investigate attitude-behaviour consistency for stigmatised behaviour

To consciously bolster behaviour that is disapproved by others (i.e., stigmatised behaviour) people may hold and report a favourable attitude toward the behaviour. However, achieving such bolstering outside awareness may be more difficult. Explicit attitudes were measured with self-report measures, and the Implicit Association Test was used to assess implicit attitudes toward behaviour held by stigmatised actors (smokers) and nonstigmatised actors (vegetarians and omnivores). Smokers' showed greater attitude-behaviour consistency in their explicit attitudes toward smoking that in their implicit attitudes. By contrast, vegetarians and omnivores showed attitude-behaviour-consistency at both implicit and explicit levels. Smokers' implicit negative attitudes toward smoking may reflect its status as a stigmatised behaviour, or its addictive nature.     

On the automatic evaluation of end-states

The author's research examined automatically activated attitudes toward desired end-states. Across 4 studies, participants' automatic attitudes toward goals (i.e., thinness, egalitarianism) significantly predicted their goal pursuit, including behaviors, intentions, and judgments. Such attitudes predicted behavior and judgments that are difficult to monitor and control (i.e., restrained eating, subtle prejudice), but not judgments that are easy to monitor and control (i.e., blatant prejudice). Automatic attitudes toward goals also possessed unique predictive validity compared with explicit measures of motivation and with automatic attitudes toward more physical, "graspable" objects. The findings are discussed with regard to the predictive validity of automatic attitudes, the use of automatic attitudes toward goals as an implicit measure of motivation, and the role of automatic evaluative processes in goal-pursuit and self-regulation.     

Associative and propositional processes in evaluation: an integrative review of implicit and explicit attitude change

A central theme in recent research on attitudes is the distinction between deliberate, "explicit" attitudes and automatic, "implicit" attitudes. The present article provides an integrative review of the available evidence on implicit and explicit attitude change that is guided by a distinction between associative and propositional processes. Whereas associative processes are characterized by mere activation independent of subjective truth or falsity, propositional reasoning is concerned with the validation of evaluations and beliefs. The proposed associative-propositional evaluation (APE) model makes specific assumptions about the mutual interplay of the 2 processes, implying several mechanisms that lead to symmetric or asymmetric changes in implicit and explicit attitudes. The model integrates a broad range of empirical evidence and implies several new predictions for implicit and explicit attitude change.     

The Power of the Unsaid: The Influence of Nonverbal Cues on Implicit Attitudes

Attitudes are often shaped through social influence processes. We examined how observation of nonverbal behaviors can impact on implicit and explicit racial attitudes. In Study 1, participants observed an interracial interaction in which a White actor expressed friendly or unfriendly nonverbal behaviors toward a Black target (e.g., low eye contact, large seating distance). The results show that newly formed implicit attitudes toward the Black actor were shaped accordingly. In Study 2, participants were required to read a passage containing stereotypical contents against Black people while a confederate either remained neutral or expressed her approval (e.g., nodding). Implicit attitudes toward Black people became more negative in the latter condition. The results confirm the power of nonverbal cues in shaping implicit attitudes.     

Discrepancies between implicit and explicit attitude measures as an indicator of attitude strength

The current research investigates whether implicit–explicit attitudinal discrepancy (IED) weakens attitudes as explicit discrepancies do. Across two experiments, we found that IED is an indicator of weak attitudes. In Experiment 1, we found that individuals with greater IED toward exercise were more swayed by a self‐perceptual manipulation than individuals with lower IED toward exercise. In Experiment 2, we found that the stability and predictive power of attitudes toward alcohol were lessened for participants who had greater IED. These effects occurred independently of the participants' levels of explicit ambivalence and evaluative–cognitive consistency. The present research broadens our understanding of the ways in which evaluations that may not be easily verbalized can affect our thoughts and behavior. Copyright © 2011 John Wiley & Sons, Ltd.     

Implicit Candidate‐Trait Associations in Political Campaigns

While the study of political attitudes has incorporated implicit processes in its theoretical models, the predominant approach to candidate‐trait perception focuses exclusively on explicit processes. Our novel, dual‐process approach to candidate perception sees voters as holding both conscious, explicit impressions of candidate traits and automatic, implicit candidate‐trait associations that cannot be measured using traditional self‐report techniques. We examine implicit candidate‐trait associations for the first time using data from a three‐wave online panel conducted in the last month of the 2012 U.S. presidential election. First, we demonstrate that implicit candidate‐trait associations exist. Second, we show that implicit associations of warmth and competence with the candidates predict explicit candidate evaluations, economic evaluations, and vote choice, above and beyond conventional political science controls and explicit trait perceptions. Finally, we find that these effects are strongest among nonpartisans and partisans with conflicted feelings about their party's nominee. We suggest future directions for implicit political cognition research, including trait perception.     

Music as an Unconditioned Stimulus: Positive and Negative Effects of Country Music on Implicit Attitudes,Explicit Attitudes,and Brand Choice1

An experiment (N = 68) explored how background music in a realistic web advertisement could condition implicit and explicit attitudes toward a novel brand. Conditioning effects were apparent in both traditional explicit attitude measures and also in the Implicit Association Test (IAT). Further, brand choice was predicted by explicit attitudes, but prediction improved significantly when implicit attitudes were considered. Mood‐congruent judgment, demand effects, and conditioning are considered as potential explanations for our results, and we argue that conditioning provides the most parsimonious explanation. Finally, the results are discussed within the context of the associative‐propositional evaluation model ( Gawronski & Bodenhausen, 2006 ). This model provides a framework for the integration of the implicit attitude construct into the study of consumer behavior.     

Implicit ambivalence from attitude change: an exploration of the PAST model

Traditional models of attitude change have assumed that when people appear to have changed their attitudes in response to new information, their old attitudes disappear and no longer have any impact. The present research suggests that when attitudes change, the old attitude can remain in memory and influence subsequent behavior. Four experiments are reported in which initial attitudes were created and then changed (or not) with new information. In each study, the authors demonstrate that when people undergo attitude change, their old and new attitudes can interact to produce evaluative responses consistent with a state of implicit ambivalence. In Study 1, individuals whose attitudes changed were more neutral on a measure of automatic evaluation. In Study 2, attitude change led people to show less confidence on an implicit but not an explicit measure. In Studies 3 and 4, people whose attitudes changed engaged in greater processing of attitude-relevant information than did individuals whose attitudes were not changed.     

Blind spots in the search for happiness: Implicit attitudes and nonverbal leakage predict affective forecasting errors

We investigated implicit knowledge and affective forecasting, reasoning that although conscious evaluations are available to people when predicting their future emotional responses, nonconscious evaluations are not. However, these automatically-activated evaluations should contribute to in-the-moment emotional experiences, and thus they should account for misforecasts (i.e., discrepancies between affective forecasts and actual experiences). We conducted two studies to explore affective misforecasts, using food items as stimuli. In Study 1, participants' implicit attitudes (but not their explicit attitudes) predicted misforecasts of food enjoyment, supporting the role of nonconscious evaluations in affective forecasting errors. In Study 2, we examined participants' facial expressions (another index of nonconscious evaluation) upon the presentation of food items, and we found that these nonverbal behaviors predicted affective misforecasts as well. In sum, although nonconscious evaluations are unavailable when anticipating the future, they may contribute to one's in-the-moment experiences and thus serve as blind spots in affective forecasting.     

Implicit Attitudes Toward Arab-Muslims and the Moderating Effects of Social Information

Three studies examined the relative valence and strength of implicit attitudes toward Arab-Muslims using the Implicit Association Test (IAT) while exploring the moderation of such implicit effects. Studies have suggested that repeated exposure to information associating members of a social group (e.g., Arab-Muslims) with evaluative attributes (e.g., terrorism) might create automatic attitudes toward them. Consistent with this notion, the IAT results indicated strong implicit preference for White over Arab-Muslim, whereas the magnitude of such a bias was substantially diminished when assessed by explicit measures (Study 1). It is also interesting to note that participants exhibited implicit preference for Black over Arab-Muslim when measured by the IAT, whereas no difference was found between the 2 groups in stimulus familiarity and in explicit attitudes (Studies 2 and 3). However, such implicit effects were moderated when participants were exposed to positive information about Arab-Muslims (Study 3). Theoretical and practical implications of these findings are further discussed.     

The moderating role of socially desirable responding in implicit–explicit attitudes toward asylum seekers

Implicit and explicit attitudes correlate under certain conditions and researchers are interested in the moderating factors of this relationship. This paper explored the role of socially desirable responding in this relationship by testing the hypothesis that impression management (IM; i.e., deliberate response modification) and self‐deceptive enhancement (SDE; i.e., positive self‐bias) play moderating roles in the relationship of implicit–explicit attitudes toward asylum seekers in Australia. Seventy‐four students responded to a battery of measures and the results revealed that IM (but not SDE) moderated this relationship to the extent that higher IM scores weakened the correspondence between implicit and explicit attitude scores. This suggests that attitudes toward asylum seekers might be susceptible to socially desirable response tendencies and in combination with the finding that IM was negatively related to explicit attitudes, it is argued that self‐presentation concerns result in the deliberate attenuation of reported negative explicit attitudes.     

A metacognitive approach to "implicit" and "explicit" evaluations: comment on Gawronski and Bodenhausen (2006)

A metacognitive model (MCM) is presented to describe how automatic (implicit) and deliberative (explicit) measures of attitudes respond to change attempts. The model assumes that contemporary implicit measures tap quick evaluative associations, whereas explicit measures also consider the perceived validity of these associations (and other factors). Change in explicit measures is greater than implicit measures when new evaluative associations are formed and old associations are rejected. Implicit measure change is greater than explicit when newly formed evaluative associations are rejected. When implicit and explicit evaluations conflict, implicit ambivalence can occur. The authors relate the MCM to the associative-propositional evaluation model and explain how the MCM builds on the attitude strength assumptions of the elaboration likelihood model of persuasion.     

The Influence of Religious Fundamentalism,Right-Wing Authoritarianism,and Christian Orthodoxy on Explicit and Implicit Measures of Attitudes Toward Homosexuals

The goal of this study was to examine relations among dimensions of religiosity and explicit and implicit attitudes about homosexuals. Implicit attitudes were measured using the Implicit Association Test, an instrument that assesses attitudes about objects, persons, or groups, indirectly via participants' response times to words that are paired with symbols (e.g., “gay” and “straight” couples). Participants also completed explicit measures of religious fundamentalism, Christian orthodoxy, right-wing authoritarianism, and attitudes toward homosexuals. With respect to explicit attitudes, the results were consistent with previous research. Religious fundamentalism and right-wing authoritarianism predicted negative attitudes toward homosexuals, whereas Christian orthodoxy predicted more positive attitudes. In contrast, right-wing authoritarianism was the only significant predictor of implicit attitudes. People who scored high on a measure of right-wing authoritarianism had more negative explicit and implicit attitudes toward homosexuals than did people who scored low. Right-wing authoritarianism appears to play an important role in predicting both explicit and implicit attitudes toward homosexuals.     

矛盾态度对个体信息加工的影响：外显与内隐层面的比较

本研究采用“学习—再认”范式从外显和内隐两个层面探讨了矛盾态度对个体信息加工的影响。结果发现：（1）在两种加工条件下,高外显矛盾态度个体对态度客体信息再认反应时均显著短于低外显矛盾态度个体;（2）在有意加工条件下高内隐矛盾态度个体再认反应时显著长于低内隐矛盾态度个体,在无意加工条件下高低内隐矛盾组的再认反应时差异不显著;（3）对态度客体无关材料高内隐矛盾态度个体再认反应时显著长于低内隐矛盾态度个体,对有关材料二者的反应时差异不显著。该结果表明,外显与内隐的矛盾态度对个体的信息加工具有不同的影响路径,这为进一步探讨外显和内隐矛盾态度对个体心理与行为的影响机制提供了借鉴。