CHAPTER TWO The Associative–Propositional Evaluation Model: Theory, Evidence, and Open Questions Bertram Gawronski* and Galen V. Bodenhausen † Contents 1. Introduction 60 2. Associative and Propositional Processes Underlying Evaluation 61 2.1. Interactions between associative and propositional processes 63 2.2. Cognitive elaboration 69 2.3. Motivational influences 71 3. Operating Principles and Operating Conditions 73 3.1. Awareness 74 3.2. Intentionality 75 3.3. Efficiency 76 3.4. Controllability 77 4. Changes in Implicit and Explicit Evaluations 78 4.1. Direct influences on associative processes 80 4.2. Direct influences on propositional processes 82 4.3. Mutual interactions and indirect influences 83 4.4. Combined effects 90 4.5. Multiple effects of a single factor or unique effects of multiple factors? 94 4.6. Robustness and stability 96 4.7. Anything goes? 97 5. Common Questions of Specific Issues 98 5.1. Propositional consistency versus spreading activation 98 5.2. Culture and consistency 101 5.3. Processes, systems, and representations 104 6. Challenges and Open Questions 105 6.1. Affect–cognition interface 105 6.2. Evaluative conditioning 107 Advances in Experimental Social Psychology, Volume 44 # 2011 Elsevier Inc. ISSN 0065-2601, DOI: 10.1016/B978-0-12-385522-0.00002-0 All rights reserved. * Department of Psychology, The University of Western Ontario, Social Science Centre, London, Ontario, Canada { Department of Psychology, Northwestern University, Chicago, Illinois, USA 59 Author's personal copy