A model of dual attitudes

When an attitude changes from A, to A:,, what happens to A,? 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 o ld one, resulting in dual attitudes. Dual attitudes are defined as differen t evaluations of the same attitude object: an automatic, implicit attitude and an explicit attitude. The attitude that people endorse depends on wheth er they have the cognitive capacity to retrieve the explicit attitude and w hether this overrides their implicit attitude. A number of literatures cons istent with these hypotheses are reviewed, and the implications of the dual -attitude model far attitude theory and measurement are discussed. For exam ple, by including only explicit measures, previous studies may have exagger ated the ease with which people change their attitudes. Even if an explicit attitude changes, an implicit attitude can remain the same.