Ambivalence Toward the Object

What it measures

A five-item scale measuring the extent to which an individual holds simultaneously positive and negative evaluations of the same attitude object. Items capture the experience of internal tension, emotional conflict, and indecision arising from inconsistent beliefs or feelings about an object. Items contain a blank to be replaced with the focal attitude object (e.g., green products, organic food), allowing flexible application across stimulus types. Originally developed for sustainability research, the scale is applicable to any context where attitudinal inconsistency is theoretically relevant.

Representative items

• I have strong mixed emotions both for and against ___.
• I find myself feeling torn between the positive and negative sides of ___.

Citation

Chang, Chingching (2011). Feeling ambivalent about going green. Journal of Advertising, 40(4), 19–32.