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THE EFFECTS OF PRIOR EXPERIENCE AND THOUGHT ON THE ATTITUDE-BEHAVIOR RELATION

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Millar and Tesser (l986, 1992) have proposed that thought may make either the affective or cognitive component of the attitude more salient and, thus, more important in the formation of a general evaluation. They further proposed that behaviors may either be cognitively or affectively driven and that when there is a match between the component emphasized by thought and the component driving behavior, the attitude behavior relation will increase. Alternatively, a mismatch will decrease the attitude-behavior relation. If this model is correct then we would expect the match and mismatch effects only when attitudes are low in affective-cognitive consistency. The current study examined the effects of affective-cognitive consistency on this model. The degree of affective-cognitive consistency was manipulated by varying the degree of exposure to analytic puzzles. As expected, the match and mismatch effects were obtained with low affective-cognitive consistency only.
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Document Type: Research Article

Publication date: 1998-01-01

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