When and why do implicit measures predict behaviour? Empirical evidence for the moderating role of opportunity, motivation, and process reliance

Abstract

The ability of implicit measures to predict behaviour varies greatly across studies, emphasising the need for accounts of this variability. In order to organise and review the literature on moderators that influence individuals' information processing, we suggest a classification system of moderators with two dimensions. One dimension distinguishes moderators according to their influence on the opportunity to control, the motivation to control, or the reliance on either automatic or controlled processes without changes in opportunity or motivation. The second dimension classifies moderators according to whether they pertain to a disposition of the acting person, the situation in which the behaviour occurs, or the behaviour itself. Increased predictive validity of implicit measures is associated with conditions that foster the impact of automatic processes on behaviour determination. In the discussion we derive several additional moderators from the classification system, delineate emerging research questions, and discuss implications of the reviewed studies for research on self-regulation.