Title Page
Contents
ABSTRACTS 8
1. INTRODUCTION 11
2. THEORY DEVELOPMENT 16
2.1. Implicit versus Explicit Attitudes 16
2.2. Convergence and Divergence of explicit attitude from associative evaluation 18
3. STUDIES AND RESULTS 25
3.1. Study 1 25
3.1.1. Overview 25
3.1.2. Method 26
3.1.3. Measures 27
3.1.4. Result 29
3.1.5. Discussion 31
3.2. Study 2 31
3.2.1. Overview 31
3.2.2. Pretest 32
3.2.3. Main Study 33
3.2.4. Result 35
3.2.5. Discussion 37
3.3. Study 3 38
3.3.1. Overview 38
3.3.2. Method 39
3.3.3. Measures 41
3.3.4. Result 42
3.3.5. Discussion 45
3.4. Study 4 46
3.4.1. Overview 46
3.4.2. Replication 47
3.4.3. Test of Hypotheses 51
3.4.4. Alternative Test of Hypotheses 54
3.4.5. Discussion 57
4. GENERAL DISCUSSION 58
Reference 62
초록 70
Table 1. Study 1: Multiple regression on explicit satisfaction 30
Table 2. Study 2: General Linear Model of Explicit Attitude 36
Table 3. Simple regression analysis for explicit attitude and implicit attitude 37
Table 4. Study 3: General Linear Model of Explicit Attitude 44
Table 5. Study 3: General Linear Model of Explicit Attitude by Dimension 44
Table 6. Study 4: General Linear Model of Explicit Attitude 50
Table 7. Study 4: General Linear Model of Explicit Attitude by Dimension 50
Table 8. Study 4: General Linear Model of Explicit Attitude 53
Table 9. Study 4: General Linear Model of Explicit Attitude by Cognitive Resource 54
Table 10. Study 4: General Linear Model of Explicit Attitude by Dimension 56
Figure 1. Resarch model of implicit attiude and explicit attitude 24