The effect of expertise on the relation between implicit and explicit attitude measures: An information availability/accessibility perspective
Journal of Consumer Psychology · 2010 · Volume 20 · Issue 3
DOI: 10.1016/j.jcps.2010.06.014
Abstract
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.
Keywords
Knowledge and expertise, Attitude measurement, Implicit measures of attitudes, Implicit Association Test
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