Culture Moderates the Pliability of Ambivalent Attitudes

Abstract

Ambivalent attitudes are comprised of conflicting components. In response to this evaluative conflict, North Americans are more likely to change high ambivalent attitudes than low ambivalent attitudes. However, East Asians exhibit greater tolerance for inconsistencies than do North Americans. Hence, we hypothesized that culture would interact with ambivalence in influencing the degree of attitude change in response to a persuasive attempt. Results indicated that culture significantly moderated the relationship between ambivalence and attitude pliability, such that ambivalence and the degree of attitude change were positively associated for European Canadians but not for East Asian Canadians. These results add to the extant literature on attitudinal ambivalence, demonstrating cultural variability in the pliability of ambivalent attitudes.