ABSTRACT
It has been argued that attitude formation and attitude expression are more reminiscent of architecture than of archeology. Rather than uncovering true, deeper beliefs and values, people’s attitudinal expressions are the result of often distorted, temporary constructions created on the spot (Bettman, Luce, & Payne, 1998; see also Dijksterhuis & Nordgren, 2006). Researchers administer questionnaires aimed at measuring how people think about themselves, about George W. Bush, or about chocolate chip cookies, and how people construct what we call attitudes. Just as there is nothing wrong with architecture, there is nothing inherently wrong with measuring attitudes with questions, that is, explicitly. Usually, the goal behind measuring attitudes is to predict behavior, and indeed, explicitly measured attitudes often do: We are fairly positive about ourselves, helping us to navigate life reasonably well; we vote against George W. Bush; and we eat way too many chocolate chip cookies.
