ambivalence of an attitude

ambivalence of an attitude

the extent to which the evaluative responses associated with an attitude are inconsistent with one another. If the responses are uniformly positive or uniformly negative, ambivalence is low. If both positive and negative responses are associated with the attitude, ambivalence is high. See also affective–cognitive consistency; affective–evaluative consistency; cognitive–evaluative consistency; cross-dimension attitude consistency; within-dimension attitude consistency.

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