The effect of expertise on the relation between implicit and explicit attitude measures: An information availability/accessibility perspective

Three experiments investigate expertise as a moderator of the relationship between implicit and explicit attitude measures. Prior research suggests that greater expertise leads to stronger implicit–explicit relations; however, a cognitive view of expertise can also predict a weaker implicit–explicit relation. Our framework helps to resolve that seeming contradiction on the basis of the availability/accessibility of attributes versus attitudes in explicit attitude measures. We show that object specificity and contextual factors (e.g., instructions and prior evaluations in a survey) differentially affect the availability/accessibility of global attitudes and attribute information for novices versus experts, thus determining how expertise moderates the implicit–explicit relation.