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The effect of expertise on the relation between implicit and explicit attitude measures: An information availability/accessibility perspective
Author(s) -
Czellar Sandor,
Luna David
Publication year - 2010
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2010.06.014
Subject(s) - moderation , implicit attitude , psychology , contradiction , perspective (graphical) , relation (database) , implicit association test , social psychology , cognitive psychology , affect (linguistics) , attitude , cognition , implicit personality theory , computer science , epistemology , artificial intelligence , data mining , communication , philosophy , personality , neuroscience
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.