A Metacognitive Approach to "Implicit" and "Explicit" Evaluations: Comment on Gawronski and Bodenhausen (2006)

Comments on the article by B. Gawronski and G. V. Bodenhausen (see record 2006-10465-003). 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...

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Bibliographic Details
Published inPsychological bulletin Vol. 132; no. 5; pp. 740 - 744
Main Authors Petty, Richard E, Brinol, Pablo
Format Journal Article
LanguageEnglish
Published United States American Psychological Association 01.09.2006
Subjects
Association
Attitude
Attitude Measures
Cognition - physiology
Construct Validity
Criticism
Evaluation
Experimental Psychology
Humans
Metacognition
Models, Psychological
Persuasive Communication
Program Evaluation
Reader Response
Online AccessGet more information
ISSN0033-2909
DOI10.1037/0033-2909.132.5.740

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Summary:Comments on the article by B. Gawronski and G. V. Bodenhausen (see record 2006-10465-003). 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.
ISSN:0033-2909
DOI:10.1037/0033-2909.132.5.740