Implicit and Explicit Measures of Attitudes: The Perspective of the MODE Model

Strong or weak, extreme or mild, certain or uncertain, attitudes are as richly diverse as the judgments and behavior they oft n influence. Years of systematic study of these attitudinal qualities have tackled the age-old questions of when and how attitudes relate to behavior. What sorts of attitudes relate reliably to judgments and behavior? Under what conditions is attitude-behavior correspondence most likely to occur? By what processes do attitudes exert their influence? The MODE model (Motivation and Opportunity as Determinants of the attitude-behavior relation) was developed to address these historical and fundamental questions (Fazio, 1990; Fazio & Towles-Schwen, 1999). We will describe the tenets of the model in this chapter, and in so doing illuminate the multiple paths from attitude to behavior delineated by the MODE model.