Predictive models of implicit and explicit attitudes.

Explicit attitudes have long been assumed to be central factors influencing behaviour. A recent stream of studies has shown that implicit attitudes, typically measured with the Implicit Association Test (IAT), can also predict a significant range of behaviours. This contribution is focused on testing different predictive models of implicit and explicit attitudes. In particular, three main models can be derived from the literature: (a) additive (the two types of attitudes explain different portion of variance in the criterion), (b) double dissociation (implicit attitudes predict spontaneous whereas explicit attitudes predict deliberative behaviour), and (c) multiplicative (implicit and explicit attitudes interact in influencing behaviour). This paper reports two studies testing these models. The first study (N = 48) is about smoking behaviour, whereas the second study (N = 109) is about preferences for snacks versus fruit. In the first study, the multiplicative model is supported, whereas the double dissociation model is supported in the second study. The results are discussed in light of the importance of focusing on different patterns of prediction when investigating the directive influence of implicit and explicit attitudes on behaviours.