A central theme in recent research on attitudes is the distinction between explicit and implicit measures of attitudes. Even though previous models effectively account for the differential impact of explicit and implicit attitudes on behavior, the conditions that lead to changes in either explicit or implicit attitudes (or both) are still not sufficiently well understood. The talk provides a new perspective on attitude change that is guided by a distinction between associative and propositional processes. Whereas associative processes can be characterized as mere activation processes independent of subjective truth or falsity, propositional processes are generally concerned with the validation of evaluations and beliefs. The proposed Associative-Propositional Evaluation Model (APE Model) makes specific assumptions about the mutual interplay of the two processes, implying several mechanisms that lead to symmetric or asymmetric changes in implicit and explicit attitudes. The functional value of the APE Model for understanding different patterns of attitude change will be illustrated with several studies that were particularly designed to test novel predictions of the model.