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Ambivalence, discomfort, and motivated information processing
Authors:Loran F. Nordgren  Frenk van Harreveld  Joop van der Pligt
Affiliation:Department of Social Psychology, Universiteit van Amsterdam, Roetersstraat 15, 1018 WB Amsterdam, The Netherlands
Abstract:In two studies we examined the nature and consequence of ambivalent attitudes. In the first study, we assessed whether holding ambivalent attitudes was aversive, and tested whether this aversion was resolved through biased information processing. To do this we manipulated participants’ attributions of the discomfort associated with an ambivalent message through a pill manipulation (tense vs. relaxed). Participants who attributed their discomfort to their ambivalence reported more negative emotions and generated more one-sided thoughts than participants who attributed their discomfort to the pill. In the second study, we examined the conditions necessary for ambivalence reduction. Results suggest that people spontaneously engage in biased information processing in order to resolve their ambivalence.
Keywords:Ambivalence   Information processing   Consistency   Affect   Attitudes
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