Through this study, the author aimed to elucidate the asymmetrical patterns of dual attitude changes in the context of athlete endorsement. The main experiment included a test of the interactions of: Fit (low vs. high fit) × Evaluative conditioning (endorsement–positive vs. endorsement–negative feelings) × Introspection focus (logics vs. feelings). Based on the results, fit changed explicit attitudes, leaving implicit attitudes unchanged, whereas evaluative conditioning changed implicit attitudes to a greater extent. Introspection focus on logics (feelings) led participants to operate syllogistic inferences (associative evaluations); consequently, the logicality of fit (the conditioned feelings) determined both explicit and implicit attitudes and behavioral intentions. The study helps broaden current understandings of endorsement effectiveness by identifying situations in which dual attitude shifts intentions. Managers should be aware of the manipulability of consumers’ evaluation systems, and it is recom...

中文翻译：

---

探索运动员认可背景下双重态度变化的模式：适应，评估条件和内省焦点的相互作用

通过这项研究，作者旨在阐明运动员认可背景下双重态度变化的不对称模式。主要实验包括以下各项相互作用的测试：适应（低适应与高适应）×评价条件（认可-正面vs.认可-负面感觉）×内省重点（逻辑与情感）。根据结果​​，拟合改变显式态度，使内隐态度保持不变，而评估条件则在更大程度上改变内隐态度。对逻辑（情感）的自省使参与者进行了三段论证推理（联想评估）；因此，适合的逻辑（条件性感觉）决定了显性和隐性态度以及行为意图。通过确定双重态度会改变意图的情况，该研究有助于拓宽当前对代言有效性的理解。管理人员应该意识到消费者评估系统的可操作性，因此建议...