Different principles of information integration in implicit and explicit attitude formation

Abstract

Recent research provides evidence that implicit attitude formation is guided by a summation principle (Betsch, Plessner, Schwieren, & Gütig, 2001). This finding contradicts models claiming that attitudes form from the average value of stimulus information (e.g., Anderson, 1981). In this paper, we show that the application of an integration rule depends on the mode of processing (implicit vs. explicit). In three experiments, participants encode sequences of return values produced by shares on the stock market. Results jointly indicate that evaluative judgments follow an averaging principle when attitudes were formed explicitly, either on memory content (Exp. 1) or the relevant sample of information (Exp. 2). In Experiment 3, we varied the processing mode within participants. An attitude reversal effect was found by varying the mode of processing for the same set of stimuli. After implicit attitude formation, participants evaluated the share with a higher sum of return values more positively than the share with a higher average value. This pattern reversed when participants explicitly evaluated the same shares.

Differential relations between two types of contact and implicit and explicit racial attitudes

“…In their value-account model, Betsch, Plessner, and Schallies (2004) argue that a summation rule is applied to implicit attitude formation, whereas an averaging rule is used for explicit attitude formation (see also Betsch, Kaufmann, Lindow, Plessner, & Hoffmann, 2006). In addition, there is evidence suggesting that implicit attitudes are impervious to the averaging rule (e.g.…”

The transmission of attitudes towards food: Twofold specificity of similarities with parents and friends

“…Explicit attitudes can be formed quickly based on the average of a weighted sample of evaluations of the attributes of the attitude object. Although implicit attitudes can change quickly (Hofmann, De Houwer, Perugini, Baeyens, & Crombez, 2010) at least temporarily, they have been argued to usually develop over a longer period of time (Devine, 1989) from associations within the environment (Karpinski & Hilton, 2001) and early socialization experiences (Baron & Banaji, 2006; Greenwald & Banaji, 1995; Rudman, 2004) based on the sum of an entire set of information capable of evoking any sort of affective reaction (see also Betsch, Kaufmann, Lindow, Plessner, & Hoffmann, 2006; Prestwich, Kenworthy, Wilson, & Kwan‐Tat, 2008). Implicit attitudes towards different foods should thus be sensitive to the whole range of experiences one has with such foods including the food‐related experiences shared with family and friends.…”

Accessibility of salient beliefs about the outcomes of physical activity

“…Importantly, implicitly knowledge may not reflect explicit knowledge and participants may not even be aware that it has been acquired or that it influences behaviour (Berry & Dienes, 1993). Consistent with this motor skills literature, Betsch, Kaufmann, Lindow, Plessner, and Hoffmann (2006) propose that implicit attitudes develop without either intention or awareness of the process underlying the formation. Further, Betsch et al (2006) demonstrate that the integration of information during attitude formation differs for implicit and explicit attitudes.…”

“…Consistent with this motor skills literature, Betsch, Kaufmann, Lindow, Plessner, and Hoffmann (2006) propose that implicit attitudes develop without either intention or awareness of the process underlying the formation. Further, Betsch et al (2006) demonstrate that the integration of information during attitude formation differs for implicit and explicit attitudes. Whereas implicit attitudes reflect a summation of evaluative information, explicit attitudes reflect averaging of the information.…”