Death and deities: A social cognitive perspective
Second, individuals may not be able to report accurately on their own beliefs, because they may not be consciously aware of them or able to access them on demand (Nisbett & Wilson, 1977). It is near orthodoxy among social psychologists that some beliefs are held or formed automatically and even unconsciously, and that these beliefs may be independent of consciously held beliefs. This literature is now replete with “dual-process models” of cognition, which distinguish between conscious and unconscious cognition (e.g., Bargh & Chatrand, 1999; Chen & Chaiken, 1999; Dijksterhuis & Nordgren, 2006; Nosek, 1997; Sperber, 1997). Although there is still much empirical and theoretical work to be done on such models, it is clear that traditional self-report measures are inadequate to capture the full spectrum of how attitudes are represented and processed.
Allport, G. W., & Ross, J. M. (1967). Personal religious orientation and prejudice. Journal of Personality and Social Psychology, 5, 432-443.