Attitude has been a centra] concept in social psychology throughout its history. In the past 20 years, Social psychologists have witnessed an important shift. Distinguishing automatic activation from controlled and intentional search for memory contents, this work leaves no doubt that attitude may indeed be activated spontaneously from memory, without the perceiver's intent, merely triggered by express to a relevant stimulus cues in the environment. Such automatic activation occurs quickly and uncontrollabl...
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