This dissertation builds on two recent developments in attitude research, first the distinction made between two types of attitudes, i.e., explicit (deliberate, controlled) and implicit (unconscious, automatic) attitudes, and second, that made between two types of attitude conflicts, i.e., ambivalence (conflict between strong explicit positive and negative evaluative basis of the same attitude object) and duality (conflict between explicit and implicit attitudes). It uses the context of food for both its theoretical and empirical developments because there were reasons to expect that, in Western cultures, explicit attitudes are often ambivalent (i.e. positive on taste but negative on health dimensions), but might also be dual (e.g. for restrained eaters, resulting from the motivated overriding of positive attitudes toward tempting but forbidden food). / A first study (N = 199) focuses on the differences between ambivalent and dual attitudes and the influence of these conflicts on spontaneous and deliberate behavior. Results demonstrate that holding dual and ambivalent attitudes are two different constructs, although both ambivalence and duality lead to a subjective experience of conflict. Also, attitudes are weaker when ambivalent (i.e. less accessible, less stable and held with less certainty), and duality is a moderator at high levels of ambivalence, with explicit attitudes being even less accessible but nonetheless more certain when dual. Finally, the influence of, on one hand, both implicit and explicit attitudes in driving spontaneous choice and, on the other hand, the explicit attitude in determining deliberate choice (behavioral intention as proxy) is corroborated. It also appears that the influence of the implicit attitude on spontaneous behavior is increased in presence of an attitude conflict. In a second study (N = 120), the hypothesis that the existence of dual attitudes stems from inhibitive processes is tested in the context of restrained eating, through a cognitive load manipulation. Results demonstrate that the influence of the implicit attitude on spontaneous choice is stronger for restrained eaters when cognitive capacities are impaired. The second study also highlights that implicit attitudes are stable and resistant to change despite direct experience manipulations (i.e. comparative and repeated tasting). Theoretical, methodological and practical contributions are discussed.
| Identifer | oai:union.ndltd.org:LACETR/oai:collectionscanada.gc.ca:QMM.100333 |
| Date | January 2006 |
| Creators | Cervellon, Marie-Cécile. |
| Publisher | McGill University |
| Source Sets | Library and Archives Canada ETDs Repository / Centre d'archives des thèses électroniques de Bibliothèque et Archives Canada |
| Language | English |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
| Format | application/pdf |
| Coverage | Doctor of Philosophy (Faculty of Management.) |
| Rights | © Marie-Cécile Cervellon, 2006 |
| Relation | alephsysno: 002479664, proquestno: AAINR25112, Theses scanned by UMI/ProQuest. |
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