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Self Control in Society, Mind, and Brain$
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Ran Hassin, Kevin Ochsner, and Yaacov Trope

Print publication date: 2010

Print ISBN-13: 9780195391381

Published to Oxford Scholarship Online: May 2010

DOI: 10.1093/acprof:oso/9780195391381.001.0001

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Self-Control Over Automatic Associations

Self-Control Over Automatic Associations

(p.243) CHAPTER 13 Self-Control Over Automatic Associations
Self Control in Society, Mind, and Brain

Karen Gonsalkorale

Jeffrey W. Sherman

Thomas J. Allen

Oxford University Press

Processes that permit control over automatic impulses are critical to a range of goal-directed behaviors. This chapter examines the role of self-control in implicit attitudes. It is widely assumed that implicit attitude measures reflect the automatic activation of stored associations, whose expression cannot be altered by controlled processes. We review research from the Quad model (Sherman et al., 2008) to highlight the importance of two self-control processes in determining the influence of automatically activated associations. The findings of this research indicate that processes relating to detecting appropriate responses and overcoming associations contribute to performance on implicit attitude measures. These two processes work together to enable self-control of automatic associations; one process detects that control is needed, and the other process overcomes the associations to permit correct behavior. Implications for understanding self-control dilemmas are discussed.

Keywords:   implicit attitudes, automatic associations, self-regulation, detection, overcoming bias

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