(At least) two factors moderate the relationship between implicit and explicit attitudes

This initial research synthesis suggests that the relationship between implicit and explicit attitudes is determined by (at least) two factors – self-presentation and elaboration. A new formulation of the nature of the relationship between implicit and explicit attitudes must be devised to handle these observations. The independent evaluations view does not explain how reliable and predictable relationships can exist between implicit and explicit attitudes. And, the implicit as lie detector view does not anticipate that factors other than self-presentation will moderate IE correspondence. Developing strong theory about the functional relationship between implicit and explicit attitudes requires examination of other factors that could moderate the relationship (e.g., attitude accessibility, attitude importance), and attention to the cognitive processes that give rise to these two modes of evaluation. In other words, the same heavy doses of theorizing about explicit attitudes, if brought to bear on the IE relationship will quickly provide answers to the conditions under which they are likely to be associated or dissociated.