THE ROLE OF MENTAL IMAGERY IN CHANGING IMPLICIT ATTITUDE

What is it about?

Implicit attitudes can be particularly difficult to change. We provide evidence for the key role of mental imagery in changing implicit attitudes.

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Why is it important?

Implicit attitudes (also called automatic evaluations) are key drivers of everyday behaviors. Many spontaneous behaviors (shopping, eating...) are driven (at least partially) by implicit attitudes. Sometimes these attitudes lead to behaviors hurting ones individual health (e.g., overeating) or wealth and it is thus important to understand how to modify these implicit attitudes.