AMBIVALENCE VERSUS VALENCE: ANALYZING THE EFFECTS OF OPPOSING ATTITUDES

作者：Locke Kenneth D^*; Braun Curt C

来源：Social Cognition, 2009, 27(1): 89-104.

DOI：10.1521/soco.2009.27.1.89

Attitudinal ambivalence refers to holding equivalently strong positive attitudes (ATT(POS)) and negative attitudes (ATT(NEG)) toward the same attitude object. We demonstrate two problems with common measures of attitudinal ambivalence. First, they contain multiple assumptions about how people weigh and balance ATT(POS) and ATT(NEG) that are not separately tested. Second, they are often confounded with attitude valence; specifically, they are confounded with ATT(POS) to the extent that most respondents' attitudes are more negative than positive and with ATT(NEG) to the extent that most respondents' attitudes are more positive than negative. To solve these problems, we introduced an alternative procedure-using hierarchical regression-for analyzing effects of potentially opposing attitudes, and demonstrated (with 286 American and 126 Chinese participants) how it produced more revealing and often more parsimonious models of the effects of ATT(POS) and ATT(NEG) on conflicted feelings, behavioral tendencies, culture, and life satisfaction.

• 出版日期2009-2