OCCURRENCE VERSUS MODERATION OF THE AUTOMATIC ATTITUDE ACTIVATION EFFECT - REPLY

In this reply to R. H. Fazio's (1993) commentary on the J. A. Bargh, S. Chaiken, R. Govender. and F. Pratto (1992) article, the main purposes and findings of that research are reviewed. This reply presents new data that replicates J. A. Bargh et al.'s original findings regarding the conditions under which reliable moderation of automatic attitude activation by attitude speed is more versus less likely. It also responds to R. H. Fazio's criticisms of J. A. Bargh et al.'s regressions and discusses the limitations of R. H. Fazio's and J. A. Bargh et al.'s renditions of them. This reply argues that automatic attitude activation is a pervasive phenomenon and that moderation by attitude speed may be a more limited tendency.