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The role of attitudes in memory-based decision making
1Department of Psychology, University of Utah, Salt Lake City 84112.
Journal of Personality and Social Psychology
|October 1, 1990
Summary
People often use attitudes, not detailed knowledge, for memory-based decisions. When motivation or opportunity to recall details decreases, attitude-based decision-making increases, enabling quicker choices.
Area of Science:
- Cognitive Psychology
- Decision Science
- Social Psychology
Background:
- Individuals possess attribute knowledge for decision-making.
- Memory-based decisions can be guided by attribute knowledge or attitudes.
Purpose of the Study:
- Investigate the conditions under which individuals rely on attitudes versus attribute knowledge for memory-based decisions.
- Understand the functional role of attitudes in decision-making and behavior.
Main Methods:
- Two experiments were conducted to examine memory-based decision strategies.
- Participants' motivation and opportunity to use attribute knowledge were manipulated.
Main Results:
- Reduced motivation or opportunity to use attribute knowledge increased reliance on attitude-based strategies.
- Attitudes facilitate quicker and more effortless decision-making.
Conclusions:
- Attitudes serve a crucial function in guiding memory-based decisions, especially when cognitive resources are limited.
- Attitude-based decision-making allows for efficient evaluation of choice alternatives.