Beyond bipolar conceptualizations and measures: the case of attitudes and evaluative space.
Beyond bipolar conceptualizations and measures: the case of attitudes and evaluative space.
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DOI：
10.1207/s15327957pspr0101_2
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发表时间：
1997-01-01
期刊：
影响因子：
--
通讯作者：
Berntson, G G
中科院分区：
文献类型：
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作者：
Cacioppo, J T;Gardner, W L;Berntson, G G
所有生物体都必须能够区分敌对刺激和友好刺激才能生存。通常，这种评价性歧视被概念化为两极（敌对-好客）。这种概念化在态度领域当然很明显，其中无处不在的双相态度测量，通过衡量对刺激的净情感倾向，将积极和消极的评估过程视为等效的、相互激活的和可互换的。与这种双极性评估过程的概念相反，最近的证据表明，可区分的动机系统是对刺激的积极和消极意义的评估的基础。因此，刺激可能在其引起的积极评价激活的强度和消极评价激活的强度方面有所不同。刺激对积极和消极评价过程的低激活反映了态度中立或冷漠，而积极和消极评价过程的高激活反映了态度矛盾。因此，态度可以在二元空间中比在双极连续体中更完整地表示。审查的证据表明，许多态度背后的积极和消极评价过程是可区分的（随机和功能独立），具有不同的激活函数（积极抵消和消极偏见原则）的特征，与态度矛盾（矛盾不对称的推论）有不同的相关性，具有可区分的前因（异方差原则），并且当潜在信念是双变量时，倾向于从双变量转向双极结构。审议的目标或行为指南（动机确定性原则）。讨论了对政治选举和民主结构等社会现象的影响。
All organisms must be capable of differentiating hostile from hospitable stimuli to survive. Typically, this evaluative discrimination is conceptualized as being bipolar (hostile-hospitable). This conceptualization is certainly evident in the area of attitudes, where the ubiquitous bipolar attitude measure, by gauging the net affective predisposition toward a stimulus, treats positive and negative evaluative processes as equivalent, reciprocally activated, and interchangeable. Contrary to conceptualizations of this evaluative process as bipolar, recent evidence suggests that distinguishable motivational systems underlie assessments of the positive and negative significance of a stimulus. Thus, a stimulus may vary in terms of the strength of positive evaluative activation and the strength of negative evaluative activation it evokes. Low activation of positive and negative evaluative processes by a stimulus reflects attitude neutrality or indifference, whereas high activation of positive and negative evaluative processes reflects attitude ambivalence. As such, attitudes can be represented more completely within a bivariate space than along a bipolar continuum. Evidence is reviewed showing that the positive and negative evaluative processes underlying many attitudes are distinguishable (stochastically and functionally independent), are characterized by distinct activation functions (positivity offset and negativity bias principles), are related differentially to attitude ambivalence (corollary of ambivalence asymmetries), have distinguishable antecedents (heteroscedacity principle), and tend to gravitate from a bivariate toward a bipolar structure when the underlying beliefs are the target of deliberation or a guide for behavior (principle of motivational certainty). The implications for society phenomena such as political elections and democratic structures are discussed.