Do We Behave Based on Our Implicit Attitudes? Proposing a Research Model and an Experimental Study to Investigate Their Influence on Behavioral Intentions

Attitudes are one of the three most-frequently studied independent variables to explain user behavior. However, although psychological literature distinguishes between explicit and implicit attitudes, most of the investigations in the research stream of IS acceptance and usage have a pure focus on explicit attitudes and do not consider implicit attitudes. Explicit and implicit attitudes can be contradictory and both might predict behavioral...