Format

Send to

Choose Destination
See comment in PubMed Commons below
J Pers Soc Psychol. 1990 Oct;59(4):614-22.

The role of attitudes in memory-based decision making.

Author information

1
Department of Psychology, University of Utah, Salt Lake City 84112.

Abstract

Frequently, considerable knowledge of the attributes of decision alternatives is available in memory so as to permit a thoughtful and deliberate choice. However, in many instances, individuals neglect to use such knowledge and instead rely on "attitude-based" strategy to make a memory-based decision. The findings from two experiments suggest that as to the motivation to make a correct decision or the opportunity to use the available attribute knowledge decreases, the likelihood that attitudes will guide a memory-based decision increases. The findings illustrate the functional role attitudes play in guiding decisions and behavior. By providing a ready means of evaluating choice alternatives, attitudes enable an individual to make a decision relatively quickly and effortlessly.

PMID:
2254847
[Indexed for MEDLINE]
PubMed Commons home

PubMed Commons

0 comments
How to join PubMed Commons

    Supplemental Content

    Full text links

    Icon for American Psychological Association
    Loading ...
    Support Center