Response latency measures have yielded an explosion of interest in implicit attitudes. Less forthcoming have been theoretical explanations for why they often differ from explicit (self-reported) attitudes. Theorized differences in the sources of implicit and explicit attitudes are discussed, and evidence consistent with each theory is presented. The hypothesized causal influences on attitudes include early (even preverbal) experiences, affective experiences, cultural biases, and cognitive consistency principles. Each may influence implicit attitudes more than explicit attitudes, underscoring their conceptual distinction.
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