Pros and Cons

Ambivalence and Public Opinion
  • Michael D. Martinez
  • Stephen C. Craig
  • James G. Kane

Abstract

In retrospect, it seems rather simplistic to think of attitudes as always being unidimensional. After all, who hasn’t experienced “mixed feelings” about people, places, and things that we have encountered or visited in our lives. Take cars, for example. Talk to anyone who drives an older-model Jaguar and he or she will probably go on about the intrinsic beauty of its design, its stability taking corners, and especially the guttural resonance of that legendary double-overhead cam engine. It is equally likely, however, that the same individual will also recount the car’s finicky behavior, and its celebrated unreliability and high maintenance. In the end, most owners of an older Jag will say they both loved and hated the car. Asked to rate the car overall on a traditional bipolar continuum, they would find such a scale inadequate to describe their feelings for the beautiful but mischievous cat.

Keywords

Income Posit Tral Crest Hate 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Stephen C. Craig and Michael D. Martinez 2005

Authors and Affiliations

  • Michael D. Martinez
  • Stephen C. Craig
  • James G. Kane

There are no affiliations available

Personalised recommendations