Cognitive structure of neutral attitudes
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Abstract
Having either all neutral experiences with an attitude object, or a wide range of positive, neutral, and negative experiences can produce overall affective neutrality, but these two types of experience should have different consequences for cognitive structure. An experiment in which the evaluative homogeneity (all neutral vs positive, neutral, and negative) of information about the attitude object was manipulated showed that the evaluative profile of cognitive structure was significantly influenced by homogeneity. However, the effects of this variable were not detectable using single-score measures of attitude.