In the present article we re-examine one of the most deeply entrenched assumptions in modern attitude research, namely, that implicit social cognition is a product of associations between mental representations. More precisely, we argue that the analysis of implicit social cognition in psychology is curtailed by the widespread adoption of the…

The current article outlines a behavior-analytic approach to the study of so-called implicit attitudes and cognition. The Implicit Relational Assessment Procedure (IRAP), the conceptual basis of which was derived from relational frame theory, is offered as a methodology that may be used in the experimental analysis of implicit attitudes and…

Bernoulli's framework of expected utility serves as a model for various psychological processes, including motivation, moral sense, attitudes, and decision making. To account for evidence at variance with expected utility, the authors generalize the framework of fast and frugal heuristics from inferences to preferences. The priority heuristic…