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ERIC Number: ED068521
Record Type: RIE
Publication Date: 1972-May
Pages: 7
Abstractor: N/A
Reference Count: 0
Moderator Effects of Ambivalence in Attitude Measurement.
Moore, Michael
Two studies investigated some attitude scales' concurrent validity in order to test the view that ambivalence is a moderator of attitude-behavior relationships. A measure of ambivalence was obtained by using pairs of unipolar scales to assess positive and negative attitudes toward a number of objects. When attitudes were correlated with relevant behaviors, the ambivalence variable acted as a moderator by clearly distinguishing between more and less predictable groups of subjects. Thus despite the difference in methodology as well as content, both studies confirmed the major hypothesis that ambivalence toward an attitude object acts as an efficient moderator of predictor-criterion relationships. (Author/LH)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented to the Midwestern Psychological Association, Cleveland, May 1972