ABSTRACT
Most attitude researchers agree in defining attitudes as tendencies to impute a certain degree of positive or negative evaluation to a given attitude object (e.g., Ajzen, 2001; Eagly & Chaiken, 1998; Petty & Wegener, 1998). Attitudes have been shown to be important predictors of behaviour (e.g., Ajzen, 2001) and to have an impact on information processing (e.g., Hassin, Uleman, & Bargh, 2005). Implicit in the definition of attitudes as tendencies to evaluate an attitude object is the assumption that this evaluation is unidimensional. Thus, attitude objects are assumed to be evaluated as positive or negative or neutral, but not as both positive and negative simultaneously.
