Attitude ambivalence is positively associated with consumers psychological discomfort. Therefore, most resulting attitudes which fall between the initial attitude and the position advocated by the attacking message are the result of some persuasion movement toward the message and some resistancelack of movement toward the message. Pham, michel tuan and gita venkataramani johar, market prominence biases in sponsor identification. Exploring attitudes principles of social psychology. Stated another way, ambivalence is the experience of having an attitude towards someone or something that contains both positively and negatively valenced components.
About frontiers institutional membership books news frontiers. It will be of interest to persuasion professors, researchers, graduate students, and practitioners in the fields of social psychology, marketing, and communications. It works because frank farrelly has a deep understanding of the human condition and he knows how to make people laugh at themselves. This book opens with a discussion of how hate makes its presence felt in the real world, discussing various definitions and theories of hate. Promotional chat on the internet marketing science. Attitudes are views, beliefs, or evaluations of people about something the attitude object. People are also more open to persuasion when they experience high attitudinal ambivalence toward. Journal of personality and social psychology, 93, 10401053.
Bartley mcswine, chicago state university virginia worley, oklahoma state university timothy j. Research on attitudinal ambivalence is flourishing, but no research has studied how. This study assessed the moderating effects of attitude ambivalence on the. The attitude object can be a person, place, thing, ideology, or an event. Using gender difference as an example, this study showed that women had greater tendencies to elaborate on positive rather than negative outcomes, whereas men had a balanced tendency. Responses to conflicting information in computermediated. Attitudinal ambivalence psychology oxford bibliographies. This chapter was originally published in the book advances in experimental social. This theory of persuasion suggests that people can alter their attitudes in two ways. Calculations were based on the data described in the primary reports as well as available. Issue involvement can increase or decrease persuasion by enhancing message relevant cognitive responses. Message position, information processing, and persuasion cdn.
Understanding the dual nature of ambivalence academy of. In the above example, the person is having a negative attitude towards men who grow long hair. The elaboration likelihood and metacognitive models of. This document pdf may be used for research, teaching and private study purposes. We posit a twostep process where low ambivalence individuals process the message and then check for the diagnosticity of the source before accepting the attitudinal implications of the message. This book will focus on the important role of resistance in the persuasion process. Attitude ambivalence, social norms, and behavioral intentions. Research has shown that higher levels of attitudinal ambivalence create discomfort, which leads people to seek out consensus information in order to solve the conflict and reduce dissonance. Health communication operational and conceptual trends in narrative persuasion research. Attitude can be formed from a persons past and present. Incorrect book the list contains an incorrect book please specify the title of the book. Based on this distinction, it is then possible to predict that attitudinal.
Personality and social psychology bulletin, 34, 565 577. Attitudinal ambivalence has been found to increase processing of attitude relevant information. The handbook of attitudes the structure of attitudes routledge. Implicit and explicit approaches to measurement and conceptualization are featured throughout, making this one of the most uptodate treatments of. A fair amount of research has addressed attitudes based primarily. In addition, we revealed uncertainty about choice correctness as the process underlying this interactive. Most contemporary perspectives on attitudes permit that people can also be conflicted or ambivalent toward an object by simultaneously holding both positive and negative attitudes toward the same object. A framework for interpersonal influence, journal of consumer research, 2007. Pdf attitudinal ambivalence has been found to increase processing of attitude relevant information. These findings supported h 1 and were robust across western study 1 and eastern study 2 cultures.
Some attitudes are more likely to be based on feelings, some are more likely to be based on behaviors, and some are more likely to be based on beliefs. Font diagnosticity had a positive and significant effect on attitudinal ambivalence when consumers use a high level of dialectical thinking. Sage books the psychology of attitudes and attitude change. Attitudinal ambivalence and openness to persuasion columbia. In addition, ambivalent participants perceived proattitudinal messages as more likely than counterattitudinal messages to reduce ambivalence. A focus on perceived influence, persuasive intent, and message strength. Attitudes and persuasion 349 this position provoked a fascinating exchange of views in psychological inquiry 1999, vol. Attitudinal ambivalence implies that conflicting beliefs positive vs negative coexist in users evaluations of system use, and in this case, users will find it difficult to estimate their. Anxious and ambivalent partisan public opinion quarterly. Basic principles the origins and structure of attitudes routledge. Attitudinal ambivalence refers to the presence of both positive and.
A different field of research focuses on its strength to question whether ambivalence leads to more resistance or susceptibility to persuasion and. Samenvatting van alle hoofdstukken van dynamics of persuasion van perloff. The twodimensional perspective explicitly allows for this ambivalence to occur, whereas the onedimensional perspective does not. One item captured the cognitive aspect of attitudes i.
This book is organized into three parts as follows. Attitudinal ambivalence occurs when there is evaluative tension associated with ones attitude. Attitudinal ambivalence and openness to persuasion. Michael dahlstrom, jeff niederdeppe, lijing gao, xiaowen zhu 21 pgs. This new handbook presents, synthesizes, and integrates the existing knowledge of methods, theories, and data in attitudes. The 1st diagram in figure depicts the 1d view of attitudes. Message elaboration and persuasion, personality and social psychology bulletin, 2001, 272. Motivated processing of proattitudinal information and avoidance of. This is attitudes, behavior, and persuasion, chapter 5 from the book social psychology principles v. The term also refers to situations where mixed feelings of a more general sort are experienced, or where a person. Developing effective antitobacco persuasive communications article pdf available in psychology of addictive behaviors 302. Processes and consequentiality, psychology and marketing.
Attitudes, goals, and beliefs as knowledge structures belief based models of attitudes ambivalence, dimensionality, mere exposure, conditioning, conformity current theorizing on persuasion majority and minority influence motivated. We measured attitudinal ambivalence with two items on a 7point likerttype response from 1strongly disagree to 7strongly agree. Attitudinal ambivalence and message based persuasion. Inappropriate the list including its title or description facilitates illegal activity, or contains hate speech or ad hominem attacks on a fellow goodreads member or author. According to the first part of the theory, hate has three components. Spam or selfpromotional the list is spam or selfpromotional. Part i introductory chapters 1 through 4 part ii research chapters 5 through 12 part iii concluding comments chapter as mentioned earlier, this book evolved from discussions among members of the research group that met at the 2005 sloan workshop on blended learning held at. Attitudinal ambivalence has been found to increase processing of.
Petty and cacioppos 1986 influential model of per suasion, the elaboration likelihood model, argues that attitudes formed via the central route will be more persistent than those formed via the peripheral route. The book s chapters cover all of the most critical features of attitude measurement, attitude development, and attitude change. Pdf attitude ambivalence, social norms, and behavioral. The editors goal is to promote an understanding of the broader principles underlying attitudes across several disciplines. Other ambivalence research focused on a variety of empirical issues. This book is licensed under a creative commons byncsa 3. Attitudinal ambivalence as a moderator of the attitudebehaviour relationship even before the concentrated onset of research on the antecedents and consequences of attitudinal ambivalence, several attitude researchers hypothesised that ambivalence should weaken the relationship between attitudes and behaviour e. The effects of message recipients power before and after persuasion. Vol 11 2017 international journal of communication. Attitude psychology project gutenberg selfpublishing. This article proposed a theoretical framework to demonstrate how and why people respond differently to conflicting information in computermediated communication. It is this matrix of reciprocal attitudinal forces that constitutes a major portion of this handbook.
Extending the bases of subjective attitudinal ambivalence. This book has been cited by the following publications. Pdf attitudinal ambivalence and messagebased persuasion. Elaboration likelihood theory of attitude change the theory of persuasion.
Attitudes vs values both attitudes and values are the beliefs. First, they can be motivated to listen and think about the message, thus leading to an attitude shift. An attitude is an evaluation of an attitude object, ranging from extremely negative to extremely positive. Contact us 225 psychology building 1835 neil avenue columbus, oh 43210. Provocative therapy is a wild form of confrontational therapy that cuts to the quick of a problem, throws it up in the air, bathes it in outrageous humor and opens up the possibilities of change. Ambivalence is a state of having simultaneous conflicting reactions, beliefs, or feelings towards some object. Attitude strength, attitude stability, and the effects of. In this research, the authors suggest that ambivalence can also create the opposite effect. Prominent psychologist gordon allport once described attitudes the most distinctive and indispensable concept in contemporary social psychology. The central route refers to attitudes that are based on a. Article information, pdf download for attitudinal ambivalence and messagebased.
How feelings of evaluative tension influence alcohol use and safe sex behaviors. Pdf attitudinal ambivalence has been found to increase processing of attituderelevant information. Johar educational background professional experience. J ournal of philosophy and history of education volume 56, 2006 david snelgrove, editor editorial advisory board. Although we might use the term in a different way in our everyday life e. Based on this discussion, we postulate the following hypothesis. How attitude ambivalence from conflicting online hotel.
Motivated processing of proattitudinal information and avoidance of counterattitudinal information. Zemborain, martin and gita venkataramani johar, attitudinal ambivalence and openness to persuasion. Attitudes, behavior, and persuasion 2012 book archive. Results in both studies showed an interactive effect of dialectical thinking and attitudinal ambivalence on psychological discomfort. Though these studies have some overlap with the present analysis. Concerning the nature, varieties, and plausibility of hedonism. For example, your attitude toward chocolate ice cream is probably determined in large part by affectalthough you can describe its taste, mostly you may just like it. We calculated effect sizes for a persuasion and b recallrecognition of the message content. Moreover, firms can disguise their promotion as consumer recommendations due to the. Figure 1 depicts the proposed theoretical mechanism. Several studies have shown that anxiety felt at the time of message encoding influences information seeking valentino et al. Message elaboration and persuasion, personality and social psychology bulletin, 2001, 272, 9150.