PUB - Publikationen an der Universität Bielefeld

The lateral attitude change (LAC) model posits that attitude change toward a focal object generalizes to similar, lateral objects. In two experiments (total N = 331), the authors tested the hypotheses that (1) priming a particular lateral object would increase generalization of attitude change to that (vs. another) lateral object, and (2) priming a particular attribute of a focal object would increase generalization of attitude change to lateral objects sharing (vs. not sharing) that attribute. The method used for changing focal attitudes was evaluative conditioning (EC); explicit and implicit attitudes were assessed via self-reports and the affect misattribution procedure, respectively. In Experiment 1, where pictures of dinosaurs were used as attitude objects and one of two lateral objects was primed, EC unexpectedly produced a trend toward a contrast effect on implicit focal attitudes. However, in line with Hypothesis 1, this contrast pattern generalized to implicit attitudes toward the primed (vs. non-primed) lateral object. In Experiment 2, where social groups were used as attitude objects and one of two attributes (gender or age) was primed, no effects of EC on focal attitudes were found. Additional analyses using contingency awareness, need for cognition, and preference for consistency as potential moderator variables yielded some interesting effects. Related studies as well as conceptual and methodological implications for LAC are discussed.