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

Mixed EmotionsThe Lessons from Measuring Attitudinal Ambivalence

Dale Griffin

Marketing and Behavioral Sciences

Lessons from Attitudinal Ambivalence


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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





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





(my) diverse perspectives on ambivalence

bull Endowment-contrast in well-being (Tversky amp Griffin 1990 Griffin amp Gonzalez 2014)

bull Ambivalent attachment (Griffin amp Bartholomew 1994)

bull Measuring attitudinal ambivalence (Thompson Zanna Griffin 1995)

bull Relationship illusions (Murray Holmes Griffin 1996)

bull Memory for mixed emotions (Aaker Drolet Griffin 2008)





-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 fearrdquo -Michael Leavitt US Secretary of Health and Human Services






Mark P Zanna Master of Attitudes





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 lsquocrisisrsquo

-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





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









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 (PgtN vs NgtP) does not matter

Simple summary score [(P+N)2]-|P-N|





Attitudes and Mixed Feelings

Problem with using derived lsquopotential ambivalencersquo 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

eg Newlywed couples almost all happymdashbut some also unhappy

Dying patients almost all unhappymdashbut some also happy

On one handmdashwho 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








Section Running Header16

Similarity-Intensity model (griffin)





Bivalent Model

Positive Euthanasia Negative Euthanasia

satisfied beneficial favorable dissatisfied harmful unfavorable

E1 E2 E3 E4 E5 E6

-48





Ambivalence Model

Potential AmbivalenceTo Euthenasia

Potential AmbivalenceTo Mandatory AIDS testing

Affectiveambivalence

Cognitiveambivalence

Evaluative ambivalence

AA CA EA

E1 E2 E3 E4 E5 E6

11ExperiencedAmbivalence

47





Kaplan model (MIN)














Three-Dimensional Absolute Difference Function [|P-N|] (Edwards 1994)






Ambivalence= Intensity ndash SimilarityAmbivalence= [P+N]2 ndash |P-N|

When PgtN thenAmbivalence= [P+N]2 ndash P+N = 15N-5P

When NgtP thenAmbivalence= [P+N]2 ndash N+P = 15P-5N

Set W=1 when PgtN W=0 when NgtP

Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε

Following Edwards (1994)Ullrich et al (2008) JPSPLocke amp Braun (2009) Soc Cog







Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε

Created example It works







Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε

Example with ldquoambivalencerdquo measure highly tilted to negative experience





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 (033 plt 0001) ambivalence ( 036 plt 0001) and most importantly the attitude_ ambivalence interaction (015 plt 005) were significant

Simple slope analyses demonstrated that when ambivalence is lower attitudes strongly positively predict behaviour (B= 040 plt 0001) However as ambivalence increases from average to higher levels the predictive power of attitudes decreases (B=028 plt 001 and B= 016 plt 005)





Ambivalence in close relationships and satisfaction over time

Couples over 7 years Male Satisfaction





Ullrich et al 2008





What has happened since the EdwardsUllrichLocke revolution

a) Widespread use of constraint tests

b) Avoidance of separate predictors and their constructed indices





Alternatives to separate measures of P and N Direct or Subjective Measures

Castro et al 2009 Journal of Environmental Psychology

ldquoMoreover 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 lsquolsquoRegarding the separation and deposition of my metal waste I feel that my attitude isrsquorsquo (from 1 not at all contradictory to 7 very contradictory)rdquo





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 parentsrsquo and adult childrenrsquos 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

helliphigh 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 constanthellip This allows us to test the ambivalence hypothesis






Hohman et al 2014 Prevention Science

The first four items were recoded so that higher scores indicated more positive beliefs about marijuana useFor each respondent a standard deviation was computed across all eight items





Sad conclusion There are no alternatives to worrying about separate and combined impact of P and N

bull Structure of mapping from P and N to ambivalence confusion bitterweetness conflict torn-ness mixedness a matter of assumption

bull Using these constructs (constructed or ldquodirectlyrdquo measured) to predict other outcomes leaves assumptions dangling





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 crucialmdashneed awareness of the key tests and constraints

Vital to establish chains of construct validity

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Bivalent Model

Ambivalence Model

Kaplan model (MIN)

Similarity-Intensity model (griffin) (2)

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Three-Dimensional Absolute Difference Function [|P-N|] (Edwards






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Alternatives to separate measures of P and N Direct or Subje


Alternatives to separate measures of P and N (2)

Sad conclusion There are no alternatives to worrying about sep

Slide 34











Overview










































































































Bivalent Model



E1 E2 E3 E4 E5 E6

-48





Ambivalence Model






AA CA EA

E1 E2 E3 E4 E5 E6


47





Kaplan model (MIN)
























Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε








Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε








Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε



















Ullrich et al 2008

















































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Bivalent Model

Ambivalence Model

Kaplan model (MIN)


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Bivalent Model



E1 E2 E3 E4 E5 E6

-48





Ambivalence Model






AA CA EA

E1 E2 E3 E4 E5 E6


47





Kaplan model (MIN)
























Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε








Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε








Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε



















Ullrich et al 2008

















































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Bivalent Model

Ambivalence Model

Kaplan model (MIN)


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Ambivalence Model






AA CA EA

E1 E2 E3 E4 E5 E6


47





Kaplan model (MIN)
























Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε








Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε








Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε



















Ullrich et al 2008

















































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Bivalent Model

Ambivalence Model

Kaplan model (MIN)


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Kaplan model (MIN)
























Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε








Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε








Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε



















Ullrich et al 2008

















































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Bivalent Model

Ambivalence Model

Kaplan model (MIN)


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Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε








Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε








Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε



















Ullrich et al 2008

















































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Bivalent Model

Ambivalence Model

Kaplan model (MIN)


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Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε








Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε



















Ullrich et al 2008

















































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Bivalent Model

Ambivalence Model

Kaplan model (MIN)


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Y=1113089b0 + 111308915b1N1113089 - 05b1P1113089 + 2b1WP1113089 - 2b1WN1113089 + ε



















Ullrich et al 2008

















































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Bivalent Model

Ambivalence Model

Kaplan model (MIN)


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Ullrich et al 2008

















































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Bivalent Model

Ambivalence Model

Kaplan model (MIN)


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Bivalent Model

Ambivalence Model

Kaplan model (MIN)


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

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Transcript of Mixed Emotions: The Lessons from Measuring Attitudinal Ambivalence Dale Griffin Marketing and...