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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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“The present research aimed to provide insight into the nature and behavioral consequences of interpersonal attraction from a dual-process perspective (e.g., Fazio, 1990; Gawronski & Bodenhausen, 2006; Strack & Deutsch, 2004; Wilson et al., 2000).”
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“Further, the current work highlights the importance of nonconscious, associative knowledge, in line with many conceptualizations of attitudes that point to the value of appreciating differences between associative and propositional knowledge (e.g., Gawronski & Bodenhausen, 2006; McConnell et al., 2008; Rydell & McConn…”
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Ehret, P. J., Monroe, B. M., & Read, S. J. (2014) · Personality and Social Psychology Review · doi:10.1177/1088868314544221 · Cited by 27
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“(Brauer et al., 2000; Cunningham, Preacher, & Banaji, 2001; Wilson et al., 2000), but that there is a certain amount of overlap between them that can be experimentally measured.”
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“This is consistent with the Model of Dual Attitudes, which suggests that people make two different evaluations of the same attitude object, a conscious explicit attitude and an unconscious automatically activated implicit attitude (Wilson et al., 2000).”
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“For example, literature on prejudice suggests that people growing up in a racist family or cultural background were more likely to acquire negative stereotypes (Wilson et al., 2000).”
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“There are several duality of mind theories focusing on specific processes (e.g., persuasion: Petty and Cacioppo, 1986; attitude: Wilson et al., 2000), focusing on a specific domain (such as cognition Strack and Deutsch, 2004) or emotion (Jarymowicz and Imbir, 2015), and, finally, more generally…”
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BackgroundResultInfluentialSeeking the opinions of others online: Evidence of evaluation overshoot
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“These differ from explicit attitudes in that the latter require effort and motivation in order to be retrieved (Wilson et al., 2000).”
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“Explicit attitudes operate consciously, while implicit attitudes operate subconsciously (Greenwald and Banaji, 1995; Wilson et al., 2000).”
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Huntsinger, J. R. (2011) · Personality and Social Psychology Bulletin · doi:10.1177/0146167211410069 · Cited by 25
“Although some definitions of implicit attitudes include the idea that they reside outside introspective access (e.g., Greenwald & Banaji, 1995; Wilson et al., 2000), from the APE model, the question of awareness is an empirical one.”
BackgroundShih, H., Lai, K., & Cheng, T. C. E. (2013) · Information Systems Frontiers · doi:10.1007/s10796-013-9429-6 · Cited by 25
“Consistent with the dual-attitude model (Wilson et al. 2000), we adopt perceived compatibility and coordination visibility as explicit attitude and implicit attitude, respectively.”
MethodMercier, H. (2011) · Argumentation · doi:10.1007/s10503-011-9256-1 · Cited by 28
“…controlled attention (Posner and Snyder 1975), implicit and explicit memory, learning or attitudes (Berry and Dienes 1993; Reber 1993; Schacter 1987; Wilson et al. 2000) and heuristic and systematic evaluation processes (Chaiken et al. 1989; Gawronski and Bodenhausen 2006; Petty and Cacioppo 1986).”
BackgroundKrieger, L. H. (2004) · Journal of Social Issues · doi:10.1111/j.0022-4537.2004.00389.x · Cited by 24
Agarwal, J., Stackhouse, M. R. D., & Osiyevskyy, O. (2017) · Journal of Business Ethics · doi:10.1007/s10551-016-3421-2 · Cited by 26
Neuroscience and Racism: The Power of Groups for Overcoming Implicit Bias
Stevens, F. L., & Abernethy, A. D. (2017) · International Journal of Group Psychotherapy · doi:10.1080/00207284.2017.1315583 · Cited by 24
Multinomial processing trees as theoretical bridges between cognitive and social psychology
Calanchini, J., Rivers, A. M., Klauer, K. C., & Sherman, J. W. (2018) · The Psychology of learning and motivation/The psychology of learning and motivation · doi:10.1016/bs.plm.2018.09.002 · Cited by 25
Tourists’ environmental vandalism and cognitive dissonance in a National Forest Park
Wu, J.-H., Lin, H., & Liu, W. (2020) · Urban forestry & urban greening · doi:10.1016/j.ufug.2020.126845 · Cited by 24
Using implicit tasks in attitude research: A review and a guide
Spence, A. (2005) · Social Psychological Review · doi:10.53841/bpsspr.2005.7.1.2 · Cited by 24
Survival and Change in Judgments: A Model of Activation and Comparison
Albarracín, D., Wallace, H. M., & Glasman, L. R. (2004) · Advances in experimental social psychology · doi:10.1016/s0065-2601(04)36005-3 · Cited by 24
Expanding the Scope of the Social Response Context Model
MacDonald, G., Nail, P. R., & Levy, D. A. (2004) · Basic and Applied Social Psychology · doi:10.1207/s15324834basp2601_7 · Cited by 24
“Implicit attitudes have generally been considered to be relatively unchangeable in the short term (Dovidio, Kawakami, & Gaertner, 2000; Wilson et al., 2000).”
BackgroundRape Myth Acceptance and Judgments of Vulnerability to Sexual Assault: An Internet Experiment
Bohner, G., Danner, U. N., Siebler, F., & Samson, G. B. (2002) · Experimental Psychology (formerly Zeitschrift für Experimentelle Psychologie) · doi:10.1026/1618-3169.49.4.257 · Cited by 24
Reducing Implicit PrejudicePreprint
Lai, C., Hoffman, K., & Nosek, B. (2013) · SSRN Electronic Journal · doi:10.2139/ssrn.2089158 · Cited by 201
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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