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.

Response format

7-point Likert

Scale items

• I have strong mixed emotions both for and against _____.
• I find myself feeling torn between the positive and negative sides of _____.
• I feel conflict when thinking about _____.
• I feel indecisive about _____.
• I feel ambivalent toward _____.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

FILL-IN-THE-BLANK FORMAT: The blank in each item should be replaced with the attitude object relevant to the study (e.g., 'green products', 'buying organic'). Items draw conceptually on ambivalence measures by Newby-Clark, McGregor & Zanna (2002) and Priester, Petty & Park (2007), though items differ. Multiple versions used: a five-item version (α = .92 toward 'green' products; α = .90 toward buying 'green' products) and a three-item version in a separate experimental study. No validity evidence reported. Originally tested in a survey-experiment design with adult consumers. Related companion scale: Ambivalence of Product Evaluation (APE).

Recommended companion scales

Citation

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

Keywords