Joshua Mcgrane

Unfolding Ambivalence: the Conceptualisation and Measurement of Ambivalent Attitudes in Psychology Joshua Mcgrane

In the last two decades, ambivalence has emerged as one of the primary concerns of attitude researchers. The acknowledgement that individuals may simultaneously evaluate an attitude object as both positive and negative has challenged a number of the status quos of the attitude literature. This monograph utilises unfolding psychometric models to investigate the implications of ambivalence for the conceptualisation and measurement of attitudes.