Annual Review of Psychology, vol 52 2001 by Susan T. Fiske, Daniel L. Schacter, Carolyn Zahn-Waxler

By Susan T. Fiske, Daniel L. Schacter, Carolyn Zahn-Waxler

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Rev. Psychol. 52:27-58. org by Ball State University on 01/05/09. For personal use only. report their feelings and beliefs with respect to the product. Evaluation of the trial experience with the hedonic product (the computer game) was found to be based largely on feelings, whereas for the functional product (grammar checking program) the evaluation was determined primarily by beliefs about brand attributes. In sum, it has been found that individuals differ in their reliance on cognition versus affect as determinants of attitude, and that the two components also take on different degrees of importance for different attitude objects.

For personal use only. g. Cacioppo & Berntson 1994, Ito et al 1998a). In a persuasive reconceptualization and series of experiments, Feldman Barrett & Russell (1998) and Russell & Carroll (1999) posed a serious challenge to this view (see also Watson & Tellegen 1999). The apparent independence of positive and negative affect is shown to be largely an artifact of the methodology used in empirical investigations. When items are selected to be semantic bipolar opposites of affective experience, to represent the full domain of positive and negative terms, and to separate high and low levels of activation inherent in the experience, strong negative correlations between positive and negative affect are obtained.

From Intentions to Actions . . . . . . . . . . . . . . . . . . . . CONCLUSIONS . . . . . . . . . . . . . . . . . . . . . . . . . 42 43 46 47 Annu. Rev. Psychol. 52:27-58. org by Ball State University on 01/05/09. For personal use only. INTRODUCTION The attitude construct continues to be a major focus of theory and research in the social and behavioral sciences, as evidenced by the proliferation of articles, chapters, and books on attitude-related topics published between 1996 and 1999, the period covered in this review.

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