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A model of dual attitudes.
Abstract
When an attitude changes from A1 to A2, what happens to A1? Most theories assume, at least implicitly, that the new attitude replaces the former one. The authors argue that a new attitude can override, but not replace, the old one, resulting in dual attitudes. Dual attitudes are defined as different evaluations of the same attitude object: an automatic, implicit attitude and an explicit attitude. The attitude that people endorse depends on whether they have the cognitive capacity to retrieve the explicit attitude and whether this overrides their implicit attitude. A number of literatures consistent with these hypotheses are reviewed, and the implications of the dual-attitude model for attitude theory and measurement are discussed. For example, by including only explicit measures, previous studies may have exaggerated the ease with which people change their attitudes. Even if an explicit attitude changes, an implicit attitude can remain the same.
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“More generally, there are many cases where two cognitive states with opposite content do not lead to any negative affect—a topic widely discussed both in philosophy and in psychology.”
From Conative Dissonance (2026) · cites this paper as Wilson, Lindsey, & Schooler, 2000
In the citing paper
“even consciously egalitarian people may hold negative ethnic and racial stereotypes and attitudes,26–31 of which they may not be fully conscious.”
From Reducing Racial Bias Among Health Care Providers: Lessons from Social-Cognitive Psychology (2007) · cites this paper as [31]
In the citing paper
“(2) application of such stereotypes frequently occurs outside conscious awareness26–31”
From Reducing Racial Bias Among Health Care Providers: Lessons from Social-Cognitive Psychology (2007) · cites this paper as [31]
In the citing paper
“as unconscious biases are “habits of mind”,31,45 learned over time through repeated personal experiences and cultural socialization, they are highly resistant to change.46”
From Reducing Racial Bias Among Health Care Providers: Lessons from Social-Cognitive Psychology (2007) · cites this paper as [31]
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“In line with these assumptions, Gawronski and Strack (2004) found that cognitive dissonance arising from induced compliance (Festinger & Carlsmith, 1959; see also Harmon-Jones, Armstrong, & Olson, this volume) led to changes in explicit but not implicit evaluations (see also Wilson et al., 2000).”
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“In other theories, it is because implicit tests tap unconscious attitudes, whereas explicit tests tap conscious attitudes (Greenwald & Banaji, 1995; Wilson, Lindsey, & Schooler, 2000).”
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“However, recent informationprocessing models propose that it is important to differentiate between this explicit belief level and more automatic memory associations (e.g., Beevers 2005; Fazio and Towles-Schwen 1999; Wilson et al. 2000).”
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“Based on the logic of Wilson et al.'s (2000) "dual attitudes model," it would be expected that explicit, rather than implicit”
MethodSonga, G., & Russo, V. (2017) · Food Quality and Preference · doi:10.1016/j.foodqual.2017.09.006 · Cited by 40
Hahn, A., & Gawronski, B. (2015) · Elsevier eBooks · doi:10.1016/b978-0-08-097086-8.24066-x · Cited by 43
“In the early years of implicit social cognition, implicit measures were claimed to be much more resistant to change than explicit measures (e.g., Rudman, 2004; Wilson et al., 2000).”
BackgroundVari, J., & Tamburelli, M. (2020) · Journal of Multilingual and Multicultural Development · doi:10.1080/01434632.2020.1829632 · Cited by 41
“Additionally, these definitions outline that implicit attitudes are based on automatic operations, which require only scarce cognitive resources and limited time to process the attitude stimuli (De Houwer & Moors, 2007; Fazio & Towles-Schwen, 1999; Wilson et al., 2000).”
BackgroundProposal of a Double Diamond Model of Social Response
Nail, P. R., Domenico, S. I. D., & MacDonald, G. (2013) · Review of General Psychology · doi:10.1037/a0030997 · Cited by 37
“Perhaps the double diamond model could be extended to provide for implicit attitudes by extending the Wilson, Lindsey, and Schooler (2000) dual attitudes model (viz., explicit vs. implicit) to three levels: explicit public, explicit private, and implicit, thus resulting in a triple diamond model.”
BackgroundBack to Social Behavior: Mining the Mundane
Patterson, M. L. (2008) · Basic and Applied Social Psychology · doi:10.1080/01973530802208816 · Cited by 38
“In contrast to verbal behavior in focused interactions that may well reflect self-reported (or explicit) attitudes, spontaneous nonverbal behavior is probably a better reflection of implicit attitudes (Dovidio, Kawakami, & Gaertner, 2002; Wilson, Lindsey, & Schooler, 2000 ).”
BackgroundLedgerwood, A., Eastwick, P. W., & Smith, L. K. (2018) · Personality and Social Psychology Review · doi:10.1177/1088868318790718 · Cited by 37
“Later, they were recast as different mental constructs (option c): Spontaneous (or “implicit”) attitudes and deliberate (“explicit”) attitudes were conceptualized as two distinct mental representations that were stored separately in the mind (Wilson et al., 2000).”
BackgroundLike or want? Gender differences in attitudes toward online shopping in China
Dai, W., Arnulf, J. K., Iao, L. L., Wan, P., & Dai, H. (2019) · Psychology and Marketing · doi:10.1002/mar.21183 · Cited by 44
Metadata
- Authors
- Wilson, T. D., Lindsey, S., & Schooler, T. Y.
- Affiliations
- University of Virginia (US)
- Venue
- Psychological Review
- Published
- 2000
- Volume
- 107
- Issue
- 1
- Pages
- 101-126
- ISSN
- 0033-295X (ISSN-L)
- 1939-1471
- OpenAlex
- W2085169214
- Cited by
- 2,112
- References
- 184
- Citations by year
- 2026: 46 · 2025: 60 · 2024: 60 · 2023: 62 · 2022: 64 · 2021: 73 · 2020: 82 · 2019: 98 · 2018: 95 · 2017: 90 · 2016: 96 · 2015: 84 · 2014: 128 · 2013: 97 · 2012: 103
- FWCI
- 165.32
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Psychological Review (publishedVersion)
- PubMed (publishedVersion)
- Funders
- U.S. Public Health Service (41841)
- Topics
- Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
- Social Sciences › Decision Sciences › Management Science and Operations Research › Psychometric Methodologies and Testing
- Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
- Keywords
- implicit attitudes, explicit attitudes, attitude change, attitude measurement, attitude theory
- MeSH terms
- Affect, Attitude, Humans, Motivation, Object Attachment, Prejudice
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