Mixed Emotions: The Lessons from Measuring Attitudinal Ambivalence Dale Griffin Marketing and Behavioral Sciences

Lessons from Attitudinal Ambivalence

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header Overview Sources of and functions of Attitudinal Ambivalence Measurement of Ambivalence: Trials and Troubles Applications, including close relationships A serious and sober discussion

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header Attitudes, Ambivalence and Mixed feelings Attitudes are general stable and long-lasting (unlike emotions or feelings) Attitudes to life (satisfaction) are essentially equivalent to well-being Attitudes to marriage, family, partner also relevant for understanding well-being and life quality Measuring components vs emergent quality

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header (my) diverse perspectives on ambivalence Endowment-contrast in well-being (Tversky & Griffin, 1990; Griffin & Gonzalez, 2014) Ambivalent attachment (Griffin & Bartholomew, 1994) Measuring attitudinal ambivalence (Thompson, Zanna, Griffin, 1995) Relationship illusions (Murray, Holmes, Griffin, 1996) Memory for mixed emotions (Aaker, Drolet, Griffin, 2008)

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header -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 and Human Services

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header Attitudes, Ambivalence and Mixed feelings Mark P. Zanna, Master of Attitudes

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header Attitudes and Ambivalence ABC (Affect-Behavior-Cognition) model of attitudes -feelings, thoughts, inclinations -enduring and stable (?) Summary of positive and negative evaluation Structural approach to attitudes -Impetus of attitude-behavior ‘crisis’ -Attitudes vary on strength, accessibility, complexity, etc. -Connected to historical approach to conflict and dissonance Ambivalence as a measure of attitude complexity -single bipolar dimension or bivalent unipolar

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header 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? -in experience of attitudes? 2. Does ambivalence have predictive power in itself? (difficult) -is ambivalence an emergent quality? -is it a structural quality that moderates attitude function?.

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header Defining the structure of ambivalence Thompson, Zanna, Griffin (1995) Distinguished potential, implicit, objective ambivalence from experience, explicit, subjective ambivalence Co-existing vs. Co-activated Two defining structural interactions between P and N Ambivalence increases with increasing joint intensity (P+N) Ambivalence increases with similarity of P-N. but direction (P>N vs N>P) does not matter. Simple summary score: [(P+N)/2]-|P-N|

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header 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 unvarying. e.g. Newlywed couples: almost all happy—but some also unhappy Dying patients: almost all unhappy—but some also happy On 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?

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header 16 Similarity-Intensity model (griffin)

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header Bivalent Model Positive EuthanasiaNegative Euthanasia satisfiedbeneficialfavorabledissatisfiedharmfulunfavorable E1 E2E3 E4E5 E6 -.48

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header Ambivalence Model Potential Ambivalence To Euthenasia Potential Ambivalence To Mandatory AIDS testing Affective ambivalence Cognitive ambivalence Evaluative ambivalence AACAEA E1 E2E3 E4E5 E6.11 Experienced Ambivalence.47

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header 19 Kaplan model (MIN)

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header 20 Similarity-Intensity model (griffin)

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header 21

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header 22 Three-Dimensional Absolute Difference Function [|P-N|] (Edwards 1994)

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header 23 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 When N>P then Ambivalence= [P+N]/2 – N+P = 1.5P-.5N Set W=1 when P>N, W=0 when N>P Y=b b1N - 0.5b1P + 2b1WP - 2b1WN + ε. Following Edwards (1994) Ullrich et al. (2008) JPSP Locke & Braun (2009) Soc Cog

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header 24 Similarity-Intensity model (griffin) Set W=1 when P>N, W=0 when N>P Y=b b1N - 0.5b1P + 2b1WP - 2b1WN + ε. Created example: It works!!!

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header 25 Similarity-Intensity model (griffin) Set W=1 when P>N, W=0 when N>P Y=b b1N - 0.5b1P + 2b1WP - 2b1WN + ε. Example with “ambivalence” measure highly tilted to negative experience

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header 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 attitude_ ambivalence interaction (0.15, p< 0.05), were significant Simple slope analyses demonstrated that when ambivalence is lower, attitudes strongly positively predict behaviour (B= 0.40, p< 0.001). However, as ambivalence increases from average to higher levels, the predictive power of attitudes decreases (B.=0.28, p< 0.01, and B= 0.16, p< 0.05).

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header Ambivalence in close relationships and satisfaction over time Couples over 7 years: Male Satisfaction

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header Ullrich et al. 2008

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header What has happened since the Edwards/Ullrich/Locke revolution? a) Widespread use of constraint tests? b) Avoidance of separate predictors and their constructed indices?

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header 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 and negative attitudes into a single index. For the measurement of subjective, or experienced, attitudinal ambivalence two questions were employed: ‘‘Regarding the separation and deposition of my metal waste I feel that my attitude is’’ (from 1 not at all contradictory to 7 very contradictory)”

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header 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 well- being. The underlying assumption of this line of research is that psychological distress results from holding simultaneous positive and negative feelings toward a parent or child. ….high levels of this construct occur only when strong negative and positive feelings are present. By selecting a subsample of individuals with high negative feelings and including only positive feelings in the regression model, we can allow positive feelings to vary while holding negative feelings constant…. This allows us to test the ambivalence hypothesis

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. 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 eight items.

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header 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. Using these constructs (constructed or “directly” measured) to predict other outcomes leaves assumptions dangling

TITLE OF SECTION LORUM IPSUM Text et dolorios sa asperum nonsequa Intro Text lorem ipsum que quo que eicille stiorio nseque re sum voluptas autati dolupta tiscimaximi, quam ad quam, que nus estrupta perum venda quassitaest quaerem porpor si omnihillab id quas doluptam esci sendis asperum nonsequam que necto tecum entotatum nistis dolo. Title of Presentation Section Running Header 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 emotions across time (than just 2 components at one time) Plotting and thinking about the data are crucial—need awareness of the key tests and constraints Vital to establish chains of construct validity