Fazio R H, Sanbonmatsu D M, Powell M C, Kardes F R
J Pers Soc Psychol. 1986 Feb;50(2):229-38. doi: 10.1037//0022-3514.50.2.229.
We hypothesized that attitudes characterized by a strong association between the attitude object and an evaluation of that object are capable of being activated from memory automatically upon mere presentation of the attitude object. We used a priming procedure to examine the extent to which the mere presentation of an attitude object would facilitate the latency with which subjects could indicate whether a subsequently presented target adjective had a positive or a negative connotation. Across three experiments, facilitation was observed on trials involving evaluatively congruent primes (attitude objects) and targets, provided that the attitude object possessed a strong evaluative association. In Experiments 1 and 2, preexperimentally strong and weak associations were identified via a measurement procedure. In Experiment 3, the strength of the object-evaluation association was manipulated. The results indicated that attitudes can be automatically activated and that the strength of the object-evaluation association determines the likelihood of such automatic activation. The implications of these findings for a variety of issues regarding attitudes--including their functional value, stability, effects on later behavior, and measurement--are discussed.
我们假设，那些态度对象与对该对象的评价之间存在强烈关联的态度，在仅仅呈现态度对象时就能自动从记忆中被激活。我们采用了一种启动程序，以检验仅仅呈现一个态度对象会在多大程度上促进被试者表明随后呈现的目标形容词具有积极还是消极内涵的反应潜伏期。在三个实验中，在涉及评价性一致的启动刺激（态度对象）和目标的试验中观察到了促进作用，前提是态度对象具有强烈的评价性关联。在实验1和实验2中，通过一种测量程序在实验前确定了强关联和弱关联。在实验3中，操纵了对象 - 评价关联的强度。结果表明态度能够被自动激活，并且对象 - 评价关联的强度决定了这种自动激活的可能性。我们讨论了这些发现对于与态度相关的各种问题的意义，包括它们的功能价值、稳定性、对后续行为的影响以及测量。
