This research examined the processes by which explicit and implicit attitudes changed to systematically differing levels of counterattitudinal (CA) information. Explicit attitudes changed quickly in response to relatively small amounts of CA information, reflecting rule-based reasoning. On the other hand, implicit attitudes changed more slowly in the face of CA information, reflecting the progressive accretion of evaluation-attitude object pairings. Thus, explicit attitudes were extremely malleable and changed quickly when CA information was presented, however, implicit attitudes revealed a slow, linear change trajectory resulting from the on-going accrual of information about the attitude object. Implications for the processes underlying implicit and explicit attitudes are discussed. Copyright # 2006 John Wiley & Sons, Ltd.Understanding how people respond to counterattitudinal (CA) information has a long tradition in social psychological research on attitude change (e.g., Petty & Wegener, 1998), prejudice reduction (e.g., Dovidio, Kawakami, & Gaernter, 2000), and person memory (e.g., Srull & Wyer, 1989). Although many established models account for how people respond to CA information (i.e., information inconsistent with the valence of the initial information about a target), most of this research is based on participants' explicit, controllable reports of their attitudes. However, recent attitudes work has made a distinction between implicit attitudes (i.e., attitudes for which people do not initially have conscious access and for which activation cannot be controlled) and explicit attitudes (i.e., attitudes that people can report and for which expression can be consciously controlled). Additionally, a great deal of