have a negative evaluation of smoking derived from your childhood experiences. Indeed, the explosion of interest in implicit attitudes rests on the fact that welllearned attitudes are accessed automatically (i.e., without effort or control) in the presence of attitude objects. A third possibility-and the hypothesis tested by this research-is that your explicit, self-reported attitude will stem largely from recent experiences (and therefore be positive), whereas your implicit attitude will be influenced by your childhood experiences with smoking (and therefore be negative). If your explicit and implicit attitudes have disparate sources, we would not expect them to covary or even to share the same valence IMPLICIT AND EXPLICIT ATTITUDES Operationally, response latency (implicit) measures assume that performing tasks in which responses and attitudes are congruent (i.e., well associated) is easier than performing tasks in which responses and attitudes are incongruent. Because latency judgments do not depen
