Chapter two - The Associative–Propositional Evaluation Model: Theory, Evidence, and Open Questions

Abstract

Abstract A central theme in contemporary psychology is the distinction between implicit and explicit evaluations. Research has shown various dissociations between the two kinds of evaluations, including different antecedents, different consequences, and discrepant evaluations of the same object. The associative–propositional evaluation (APE) model accounts for these dissociations by conceptualizing implicit and explicit evaluations as the outcomes of two qualitatively distinct processes. Whereas implicit evaluations are described as the outcome of associative processes, explicit evaluations represent the outcome of propositional processes. Associative processes are further specified as the activation of mental associations on the basis of feature similarity and spatiotemporal contiguity; propositional processes are defined as the validation of activated information on the basis of logical consistency. The APE model includes specific assumptions about the mutual interplay between associative and propositional processes, implying a wide range of predictions about symmetric and asymmetric changes in implicit and explicit evaluations. The current chapter reviews the conceptual and empirical assumptions of the APE model and evidence in support of its predictions. In addition, we discuss conceptual and empirical challenges for the APE model and various directions for future research on implicit and explicit evaluation.