Positive and negative associations underlying ambivalent attitudes

In two studies, we compared the strength of positive and negative associations of ambivalent attitudes to those of nonambivalent attitudes. In Study 1, results from an implicit association task showed that, in contrast to nonambivalent attitudes, ambivalent attitudes were characterized by strong positive and negative associations. In Study 2 responses to ambivalent attitude objects were faster following a positive as well as following a negative prime, compared to a non-word prime, whereas for neutral attitude objects prime type did not influence response times. Results provide direct evidence for the assumption that both positive and negative associations of ambivalent attitudes are relatively strong. Implications for attitude strength and attitude structure are discussed.