Beyond bipolar conceptualizations and measures: the case of attitudes and evaluative space.

@article{Cacioppo1997BeyondBC,
  title={Beyond bipolar conceptualizations and measures: the case of attitudes and evaluative space.},
  author={John T. Cacioppo and Wendi L. Gardner and Gary G. Berntson},
  journal={Personality and social psychology review : an official journal of the Society for Personality and Social Psychology, Inc},
  year={1997},
  volume={1 1},
  pages={3-25}
}
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… CONTINUE READING
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