Reducing Subjective Ambivalence by Creating Doubt

Abstract

Ambivalence, the presence of positive and negative reactions toward an object, typically involves the subjective experience of conflict. We investigate the role that the perceived validity of each side of an ambivalent attitude plays in producing subjective ambivalence (SA). Consistent with the metacognitive model of attitudes, we demonstrated that SA is reduced when people doubt either the positive or the negative reactions. Thus, inducing doubt (in one side) can reduce SA. We further explored whether viewing both sides as invalid would lead to relatively low or to relatively high levels of SA. Consistent with the idea that equivalent perceived validity increases the difficulty of ambivalence reduction, when both sides were doubted, conflict was as high as when both sides were validated.