ABSTRACT Social attitudes are typically described as being either positive, neutral, or negative. However, people often express ambivalence on important social topics -- attitudes that contain a mixture of both positive and negative sentiments. For example, research over the past 20 years has shown that many Americans are ambivalent in their attitudes toward racial minorities and toward physically disabled persons. Ambivalence helps to explain why a person might sometimes treat members of a stigmatized group in a favorable or helpful way, and at other times in an unfavorable or hurtful way. The present research addresses two important but unresolved problems in research on attitude ambivalence. The problem is that satisfactory methods do not yet exist for measuring ambivalence. Thus, one part of this research focuses on developing a valid and reliable measurement procedure. The new procedure will facilitate research progress and can be applied in ongoing efforts to document and archive public opinion on important social concerns. The second problem is that relatively little is known about the structure and function of ambivalent attitudes. it is currently believed that ambivalence is caused by a conflict in fundamental values, and that people truly adhere to both positive and negative sentiments at the same time. However, ambivalence may also reflect poorly developed social attitudes, or it may reflect deliberate efforts to present whatever social image is most desired at the time. This research seeks to distinguish among the alternative explanations by studying cognitive processes associated with the storage and retrieval of ambivalent attitudes. The studies will provide a deeper understanding of why people often hold ambivalent attitudes. Ultimately, the research will provide a theoretical basis for developing interventions that promote interracial harmony, that encourage healthful lifestyles, and that mobilize the Nation's efforts to remove the social and physical barriers that often confront disabled persons.
