Affective Asynchrony and the Measurement of the Affective Attitude Component

Cognition and Emotion, Vol. 21, pp. 300-329, 2007

Posted: 3 Nov 2010

See all articles by Ellen Peters

Ellen Peters

Ohio State University - Psychology Department; Decision Research; University of Oregon

Paul Slovic

Decision Research; University of Oregon - Department of Psychology

Date Written: 2007

Abstract

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

Suggested Citation

Peters, Ellen and Slovic, Paul, Affective Asynchrony and the Measurement of the Affective Attitude Component (2007). Cognition and Emotion, Vol. 21, pp. 300-329, 2007. Available at SSRN: https://ssrn.com/abstract=1702008

Ellen Peters (Contact Author)

Ohio State University - Psychology Department ( email )

Blankenship Hall-2010
901 Woody Hayes Drive
Columbus, OH OH 43210
United States

Decision Research ( email )

1201 Oak Street, Suite 200
Eugene, OR 97401
United States

HOME PAGE: http://www.decisionresearch.org

University of Oregon ( email )

1280 University of Oregon
Eugene, OR 97403
United States

Paul Slovic

Decision Research ( email )

1201 Oak Street, Suite 200
Eugene, OR 97401
United States
541-485-2400 (Phone)
541-485-2403 (Fax)

HOME PAGE: http://www.decisionresearch.org

University of Oregon - Department of Psychology ( email )

Eugene, OR 97403
United States
541-485-2400 (Phone)

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