An alternative view of pre-volitional processes in decision making: Conceptual issues and empirical evidence

The last twenty years have seen a series of developments within attitude theory that are likely to shape the field in the next decades. Two main approaches to decision making within this field have emerged: automatic and deliberative (Eagly & Chaiken, 1998). These two approaches have been repeatedly sketched in the so-called dual theories, for instance in models of attitude change and persuasive messages (e. both routes are considered as possible, depending on variables such as motivation and ability, as well as in theories where the emphasis has been placed on one of the two approaches, such as the MODE (Motivation and Opportunity as Determinants) model proposed by Fazio (1990) and the Theory of Planned Behavior (TPB) developed by Ajzen (1991). In this chapter we will briefly examine the two positions. We will argue that, although recent evidence emphasizes the importance of automatic processes and momentum appears to be with this approach, the automatic approach still falls short from offering a comprehensive view and a satisfactory prediction of behavior. In particular, we will argue that, whereas it is clear that automatic processes play an important role and should be taken into account in any attempt to explain and predict human behaviors, they alone cannot suffice to fully explain behavior. We will then review the mainstream approach within the deliberative camp and identify areas for improvement. The core of this chapter will be on proposing an alternative conceptualization of attitude theory that offers a deeper understanding and improved prediction of prevolitional processes. We also review empirical evidence supporting our conceptualization. Finally, we will discuss possible extensions of the models and future directions of research. Automatic approaches to attitudes The automatic, effortless, and implicit aspects of human information processing are currently at the center of attention in attitude research. Several recent studies have shown that implicit attitudes can be activated automatically and guide behavior directly (e. Fazio & Dunton, 1997). Other studies have found that attitude accessibility moderates the link empirical evidence by proposing that attitudes that are automatically accessed, via strength of the object-evaluation association, bias perceptions of the object and lead directly to behavior without any conscious reasoning processes occurring (Fazio, 1990). Still other studies have emphasized implicit attitudes that are thought to direct people's reactions to attitude objects outside of automatic processes play an important role in human cognition and that they can direct behavior even when it is …