Distinguish the one-dimensional from the two-dimensional view of attitude. How does the two-dimensional view help explain administrative ambivalence on a politically charged scheme?
Subtopic: Section A · Attitude · Structure
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Define: one-dimensional view places attitude on a single positive-negative continuum; two-dimensional view (Cacioppo-Berntson) treats positive and negative as independent axes.
Illustrate: a Secretary who simultaneously sees benefits and harms in a freebie scheme.
Apply: ambivalent attitudes need information + dialogue, not coercion.
Conclude: recognising ambivalence prevents premature stance-taking and improves deliberation.
- Single-axis model: like/dislike continuum (Thurstone, Likert)
- Two-axis model: positive and negative coexist (Cacioppo-Berntson 1994)
- Ambivalence triggers delayed processing, higher persuasion susceptibility
- Implication for civil servant: structured pros-cons memo, deliberative review
- Federal-bargain analysis on contentious schemes (LARR 2013 debates)
- Risk of polarisation: reducing ambivalence to false binary