Relationship between attitudes and evaluative space: A critical review, with emphasis on the separability of positive and negative substrates.

Abstract

Evaluative processes refer to the operations by which organisms discriminate threatening from nurturant environments. Low activation of positive and negative evaluative processes by a stimulus reflects neutrality, whereas high activation of such processes reflects maximal conflict. Attitudes, an important class of manifestations of evaluative processes, have traditionally been conceptualized as falling along a bipolar dimension, and the positive and negative evaluative processes underlying attitudes have been conceptualized as being reciprocally activated, making the bipolar rating scale the measure of choice. Research is reviewed suggesting that this bipolar dimension is insufficient to portray comprehensively positive and negative evaluative processes and that the question is not whether such processes are reciprocally activated but under what conditions they are reciprocally, nonreciprocally, or independently activated