Affective Asynchrony and the Measurement of the Affective Attitude Component
Cognition and Emotion, Vol. 21, pp. 300-329, 2007
Posted: 3 Nov 2010
Date Written: 2007
How should the affective component of attitudes be conceptualised and measured? Three studies compared measures based on different conceptualisations. Affective attitudes can be: (1) holistic reactions to objects or responses derived from spontaneous images of the objects; (2) bipolar or unipolar in structure; and finally (3) discrete emotional evaluations (e.g., angry, happy) or more general valenced evaluations (e.g., good, bad). It is recommended that further research with self-reports of the affective component include the holistic, unipolar, discrete emotion (HUE) evaluative measures developed in this paper in combination with a holistic bipolar valenced evaluation measure. Our results also supported a hypothesised affective asynchrony effect. Specifically, an affective measure that required more deliberative thought reduced the correspondence between the affective component and intended behaviours/attitudes. Implications for how the affective component may be represented in memory and the impact of that representation on constructed attitudes are discussed briefly.
Keywords: affect, attitude, dual processes, emotion, measurement
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