Ambivalence and Attitudes

This chapter explores the concept of ambivalence and its relationship to attitudes. Definitions and different measures of ambivalence are reviewed. We present three dimensions on which measures of ambivalence can be classified. We then go on to examine some of the elicitors of ambivalence and present some preliminary findings on attitude objects that generate high levels of ambivalence. The major section of the chapter then reviews findings related to treating the ambivalence construct as an aspect of attitude strength. Research is presented in relation to four major predictions: (a) temporal stability of attitudes; (b) impact of attitudes on intentions and behavior, (c) pliability of attitudes; and (d) impacts on information processing. The final section offers suggestions for further research in this area.