Bertram Gawronski on the APE MODEL

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Conflicts between the “head” and the “heart” can be rather common in everyday life. We may feel romantically attracted to a particular person despite firmly believing that this person is not a good match; and the sight of a high-calorie dessert may elicit an impulse to indulge although we know that it is unhealthy and detrimental for our goal to lose weight. Although these examples may seem rather distinct, they are conceptually similar in that all of them involve a conflict between a spontaneous evaluative response and a deliberate evaluative judgment.
To answer these questions, Bertram Gawronski is proposing a new theoretical model for the study of explicit and implicit attitude change.

Many aspects of human behaviour that have previously been assumed to have their roots in higher order processes of deliberate reasoning are now viewed as resulting from automatic processes that may occur spontaneously and outside of people’s awareness or control.

Implicit and explicit attitudes can be understood in terms of their underlying mental processes, which are associative and propositional processes. An important question in this line of research concerns the mental processes that underlie explicit and implicit evaluations and the causal factors that lead to changes in the two kinds of responses.
Explicit evaluations are typically equated with self-reported evaluative judgments while implicit evaluations are inferred from an individual’s performance on indirect measurement procedures, such as the implicit association test. Whereas implicit evaluations are the behavioural outcome of associative processes, explicit evaluations represent the behavioural outcome of propositional processes.

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