The moderator role of Intuitive versus Deliberative decision making for the predictive validity of implicit and explicit measures

The Preference for Intuition and Deliberation (PID) scale aims at capturing stable general individual differences in terms of intuitive versus deliberative preferences in decision making. A study examined the psychometric properties of the English version of the PID, investigated whether the two subscales moderate the validity of implicit and explicit measures for incidental and deliberative evaluations and behaviours concerning fizzy soft drinks, and compared the predictive validity of two new implicit measures (ST-IAT and ID-EAST) and an explicit measure. Results showed an asymmetric weak double dissociation pattern only for behaviours. Additionally, a moderation effect suggested that the ST-IAT better predicted sensory evaluation for people high in intuition and explicit attitudes better predicted benefit evaluation for people high in deliberation. Copyright © 2007 John Wiley & Sons, Ltd.