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Predictors and predictive effects of ambivalence
Paul Sparks1, Peter R Harris, Nina Lockwood
1University of Sussex, BN1 9QH, UK. p.sparks@sussex.ac.uk
The British Journal of Social Psychology
|October 14, 2004
Summary
Understanding attitude ambivalence is key. This study shows ambivalence moderates the link between intentions and behavior, offering a new way to assess motivational conflicts influencing social actions.
Area of Science:
- Social Psychology
- Attitude Research
- Behavioral Science
Background:
- Attitude conceptualization faces challenges due to ambivalence.
- Research explores ambivalence's impact on attitude-behavior links and information processing.
- Measuring ambivalence and its theoretical implications are ongoing concerns.
Purpose of the Study:
- To assess the effect of ambivalence on intention-behavior relationships using an objective measure.
- To identify factors contributing to ambivalence by assessing motivational conflicts.
- To provide a framework for understanding attitudes and social behavior motives.
Main Methods:
- A study (N=197) examined health club attendance.
- Assessed the moderating effect of ambivalence on intention-behavior relationships.
- Introduced a method to assess motivational conflicts (behavioral beliefs and outcome evaluations) as a source of ambivalence.
Main Results:
- Ambivalence significantly moderated the relationship between intention and behavior.
- The assessment of motivational conflicts provided insight into factors causing ambivalence.
- The proposed method offers a useful framework for studying ambivalence.
Conclusions:
- Ambivalence plays a crucial role in the attitude-behavior relationship.
- Assessing motivational conflicts is a viable approach to understanding ambivalence.
- This research framework can enhance understanding of social behavior and underlying motives.