How Do Indifferent Voters Decide? The Political Importance of Implicit Attitudes

A hallmark finding in the study of public opinion is that many citizens approach the political realm with one-sided attitudes that color their judgments, making attitude change difficult. This finding highlights the importance of citizens with weak prior attitudes, since they might represent a segment of the electorate that is more susceptible to influence. The judgment processes of citizens with weak attitudes, however, are poorly understood. Drawing from dual-process models in psychology, I test the idea that citizens with weak explicit attitudes rely on implicit attitudes as they render political judgments. I find support for this conjecture in experimental and observational data. There are two main contributions. First, I show that an important and understudied segment of the electorate arrives at political decisions via automatic (but nonetheless predictable) mental processes. Second, I characterize the conditions under which implicit political attitudes matter more and less.