Abstract
Eight experiments distinguish the impact of procedural knowledge from that of declarative knowledge at both attention and decision stages of processing. The first five experiments suggest that consumers’ evaluation of a product can not only be influenced by the product concept that they are considering, but also by the procedure that they use to search for information of that product. The last three experiments suggest that priming a procedure can have different effects on decision making, depending on whether consumers spontaneously apply the procedural knowledge or deliberately apply the declarative knowledge about that procedure. These findings add to the research on knowledge accessibility and attitude-behavior relationship.