The effect of expertise on the relation between implicit and explicit attitude measures: An information availability/accessibility perspective |
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Authors: | Sandor Czellar David Luna |
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Affiliation: | 1. Department of Marketing, Faculty of Business and Economics, University of Lausanne, 1015 Lausanne, Switzerland;2. Department of Marketing, Zicklin School of Business, Baruch College, One Bernard Baruch Way, New York, NY 10010, USA |
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Abstract: | 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. |
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Keywords: | Knowledge and expertise Attitude measurement Implicit measures of attitudes Implicit Association Test |
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