Mixed Emotions:
The Lessons from
Measuring Attitudinal
Ambivalence
Dale Griffin
Marketing and Behavioral Sciences
Lessons from Attitudinal Ambivalence
Lessons from Attitudinal Ambivalence
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Overview
Sources of and functions of Attitudinal
Ambivalence
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Measurement
of Ambivalence:
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Trials and
Troubles
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Applications, including close relationships
A serious and sober discussion
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Attitudes, Ambivalence and Mixed feelings
Attitudes are general stable and long-lasting
(unlike emotions or feelings)
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OF SECTION
IPSUM are essentially
Attitudes
to lifeLORUM
(satisfaction)
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equivalent to well-being
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Attitudes to marriage, family, partner also relevant
for understanding well-being and life quality
Measuring components vs emergent quality
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(my) diverse perspectives on ambivalence
• Endowment-contrast in well-being (Tversky &
Griffin, 1990; Griffin & Gonzalez, 2014)
• Ambivalent attachment (Griffin & Bartholomew,
1994)
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• Measuring
attitudinal
ambivalence (Thompson,
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Zanna, Griffin, 1995)
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• Relationship
illusions (Murray, Holmes, Griffin,
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1996)
nistis dolo.
• Memory for mixed emotions (Aaker, Drolet,
Griffin, 2008)
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-Improving consumer health choices
"Mercury is bad and fish is good. We needed to
choose the right words that would give people a
sense of knowledge without creating
unwarranted fear.”
-Michael
Leavitt, U.S. Secretary of Health
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IPSUM
and Human Services
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Title of Presentation
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Attitudes, Ambivalence and Mixed feelings
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Mark
P. Zanna,
of Attitudes
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Attitudes and Ambivalence
ABC (Affect-Behavior-Cognition) model of attitudes
-feelings, thoughts, inclinations
-enduring and stable (?)
Summary of positive and negative evaluation
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Structural
to attitudes
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-Impetus of attitude-behavior ‘crisis’
-Attitudes vary on strength, accessibility, complexity, etc.
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-Connected to historical approach to conflict and
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dissonance
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nistis dolo.
Ambivalence as a measure of attitude complexity
-single bipolar dimension or bivalent unipolar
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Is ambivalence an emergent property?
Two fundamental questions
1. Do positive and negative attitudes or components
co-exist? (easy question)
-in stored attitudes?
-in activated attitudes?
attitudes?
TITLE-in
OFexperience
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IPSUM
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2. Does ambivalence have predictive power in itself?
(difficult)
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-isquam
ambivalence
emergent
quality?
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function?
.
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Defining the structure of ambivalence
Thompson, Zanna, Griffin (1995)
Distinguished potential, implicit, objective ambivalence from
experience, explicit, subjective ambivalence
Co-existing vs. Co-activated
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Two defining structural interactions between P and N
Ambivalence increases with increasing joint intensity (P+N)
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Ambivalence
increases
with
similarity
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P-N.
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(P>N
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Simple summary score: [(P+N)/2]-|P-N|
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Attitudes and Mixed Feelings
Problem with using derived ‘potential ambivalence’ score
Is it some emergent quality of ambivalence (discomfort, conflict,
dissonance) or the underlying effect of univalent dimensions
Potential ambivalence score [(P+N)/2)-|P-N| will largely reflect N if P
is (approximately) unvarying and will largely reflect P if N is
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unvarying.
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e.g. Newlywed couples: almost all happy—but some also
unhappy
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Dying
all perum
unhappy—but
some
alsoporpor
happy
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Onnistis
one
hand—who cares? Ambivalence is defined as the case
when both P and N are activated
On the other hand, what do we focus our manipulations on?
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Similarity-Intensity model (griffin)
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16
Bivalent Model
Positive Euthanasia
-.48
Negative Euthanasia
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satisfiedid quasbeneficial
favorable
dissatisfied
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E1
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E2
E3
E4
E5
E6
Ambivalence Model
Potential Ambivalence .47 Experienced
To Mandatory
Ambivalence
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IPSUM AIDS testing
Potential Ambivalence
To Euthenasia
.11
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Affective
Cognitive
Evaluative
AA
CAnecto tecum
EAentotatum
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doluptam esci
sendis asperum nonsequam
que
ambivalence
ambivalence
ambivalence
nistis dolo.
E1
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E2
E3
E4
E5
E6
Kaplan model (MIN)
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19
Similarity-Intensity model (griffin)
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20
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21
Three-Dimensional Absolute
Difference Function [|P-N|]
(Edwards 1994)
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22
Similarity-Intensity model (griffin)
Ambivalence= Intensity – Similarity
Ambivalence= [P+N]/2 – |P-N|
When P>N then
Ambivalence= [P+N]/2 – P+N = 1.5N-.5P
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When N>P then
Ambivalence= [P+N]/2 – N+P = 1.5P-.5N
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Following
Edwards
(1994)
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Ullrich
et al. (2008)
JPSP esci sendis asperum
Set W=1
when P>N,
W=0tecum
whenentotatum
N>P
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Locke
& dolo.
Braun (2009) Soc Cog
nistis
Y=􏰁b0 + 􏰁1.5b1N􏰁 - 0.5b1P􏰁 + 2b1WP􏰁 2b1WN􏰁 + ε.
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23
Similarity-Intensity model (griffin)
Set W=1 when P>N, W=0 when N>P
Y=􏰁b0 + 􏰁1.5b1N􏰁 - 0.5b1P􏰁 + 2b1WP􏰁 2b1WN􏰁 + ε.
Created example: It works!!!
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IPSUM
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Coefficients a
Unstandardized Coefficients
B
Std. Error
Standardized
Coefficients
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Beta dolupta
t
1
(Constant)
.915
.043
21.039
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quassitaest
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porpor
si
cmposfault
1.500
.030
1.465
49.377
cmnegfault
-.500
-.485
-29.760
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nonsequam
que.017
necto tecum
entotatum
W
1.746
.060
.476
28.933
W
P
1
.
5
7
3
.033
1
.
2
5
3
4
7.847
nistis dolo.
WN
1.503
.027
.836
54.671
a. Dependent Variable: cmgambivalence
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24
Sig.
.000
.000
.000
.000
.000
.000
Similarity-Intensity model (griffin)
Set W=1 when P>N, W=0 when N>P
Y=􏰁b0 + 􏰁1.5b1N􏰁 - 0.5b1P􏰁 + 2b1WP􏰁 2b1WN􏰁 + ε.
Example with “ambivalence” measure highly
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IPSUM
tilted to negative experience
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Coefficients a
Unstandardized Coefficients
B
Std. Error
Standardized
Coefficients
Beta
t
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1
(Constant)
1.161
.094
12.292
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quaerem
porpor
cmposfault
.053 quassitaest
.066
.074
.807 si
cmnegfault
.167
.037
.232
4.542
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nonsequam
que.131
necto tecum
entotatum
W
.089
.035
.685
W
P
.037
.072
.041
.509
nistis dolo.
WN
.153
.060
.124
2.566
a. Dependent Variable: mwaveambivalence
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25
Sig.
.000
.420
.000
.494
.611
.010
Potential ambivalence: combining measures of P and N
Conner et al (2002) European Journal of Social Psychology
Table 3 shows the results of the moderated regression analysis for
eating 5 portions of fruit and vegetables per day. Attitude (0.33, p<
0.001), ambivalence ( 0.36, p< 0.001), and most importantly the
TITLE
SECTION
LORUM
IPSUM
attitude_OF
ambivalence
interaction
(0.15,
p< 0.05), were significant
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Simple slope analyses demonstrated that when ambivalence is lower,
attitudes strongly positively predict behaviour (B= 0.40, p< 0.001).
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Ambivalence in close relationships and satisfaction
over time
Couples over 7 years: Male Satisfaction
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Ullrich et al. 2008
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What has happened since the Edwards/Ullrich/Locke
revolution?
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a) Widespread use of constraint tests?
Avoidance
ofque
separate
theirreconstructed
indices?
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Alternatives to separate measures of P and N:
Direct or Subjective Measures
Castro et al 2009 Journal of Environmental Psychology
“Moreover, using a measure of subjective ambivalence avoids the biases
identified by Ullrich, Schermelleh-Engel, and Bottcher (2008) when
ambivalence is measured by collapsing separate measures of positive
TITLE
OF attitudes
SECTION
IPSUM
and
negative
into aLORUM
single index.
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For the measurement of subjective, or experienced, attitudinal
ambivalence two questions were employed: ‘‘Regarding the separation
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Alternatives to separate measures of P and N
Gilligan et al (2015) Journal of Marriage and the Family
Recent studies have shown that ambivalence has detrimental
consequences for both parents’ and adult children’s psychological wellbeing. The underlying assumption of this line of research is that
TITLE
OF SECTION
LORUM
IPSUM
psychological
distress results
from holding
simultaneous positive and
negative
feelingssa
toward
a parent
or child.
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….high levels of this construct occur only when strong negative and
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positive
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a subsample
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negative
hypothesis
Title of Presentation
Section Running Header
Alternatives to separate measures of P and N
Hohman et al 2014 Prevention Science
The first four items were recoded so that higher scores indicated more
positive beliefs about marijuana use.
For each respondent, a standard deviation was computed across all
TITLE
OF SECTION LORUM IPSUM
eight items.
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Sad conclusion: There are no alternatives to worrying
about separate and combined impact of P and N.
• Structure of mapping from P and N to ambivalence, confusion,
bitterweetness, conflict, torn-ness, mixedness a matter of assumption.
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• Using
these constructs
(constructed
or “directly” measured) to predict other
outcomes leaves assumptions dangling
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Ongoing Challenges for Mixed Indices
Theoretical indices are confounded by their components
-easiest to see when means or variances of P and N
are different
Measuring direct experience does not avoid this problem.
-even more complex when measuring streams of
TITLE
SECTION
IPSUM
emotionsOF
across
time LORUM
(than just
2 components at one time)
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Plotting and thinking about the data are crucial—need
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awareness
the
tests
constraints
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Vital
establish chains of construct validity
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