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Implicit and explicit memory in social tagging: evidence from a process dissociation procedure

Motivation -- We analyzed the importance of social tags during an information search in a social software system. In particular, we examined the effects of tags on users' implicit/automatic and explicit/controlled memory processes.
 Research approach -- An experiment was conducted in which 48 students took part. By means of process dissociation and a multinomial model we tested our dual-process model (implicit vs. explicit) of social tagging.
 Findings/Design -- We conclude that implicit and explicit processes can be dissociated and that tags are important cues during an information search: they leave robust explicit memory representations.
 Research limitations/Implications -- A laboratory setting was chosen to care for conclusive findings. Our methods may have to be applied in the natural field to increase external validity.
 Originality/Value -- This study directly measures cognitive processes of social tagging and uses an empirical as well as experimental approach to the research questions.
 Take away message -- Generative Models of social tagging would benefit from incorporating a dual-process account, where formalizations of signal-detection-theory and markov-models would enable the integration of automatic and controlled processes, respectively.