Ambivalence and the study of attitudes

This paper is a review of the attitudinal ambivalence concept. This review seeks to define the ambivalence and its consequences. The review explores the origin of ambivalence, the diverse attempts in the literature to operacionalize ambivalence, the sources of ambivalence and the effects of ambivalence on behavior, beliefs, emotions, and the attitude themselves. Research that supports these claims are described and critiqued. An evaluation is made as to the current state of the research.