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Cross-Dimension Ambivalence toward Social Groups: Can Ambivalence Affect Intentions to Hire Feminists?

University of Lethbridge

Mark P. Zanna

University of Waterloo

Cross-dimension ambivalence refers to the experience of evaluating an attitude object positively on one dimension (e.g., admiration) but negatively on another (e.g., affection). In two studies, the authors examined cross-dimension ambivalence toward feminists. In Study 1, they found that, as expected, males exhibiting ambivalence toward feminists tended to rate them positively on the dimension of admiration but negatively on the dimension of affection. In Study 2, the authors primed participants by having them attend to positive agentic qualities or negative interpersonal qualities in an audio recording of a job interview. They were then asked to rate three resume's, one of which described a feminist. Participants exhibiting cross-dimension ambivalence toward feminists who received the positive prime reported more liking for, and great intentions to hire, the feminist than did ambivalent people receiving the negative prime. Nonambivalent participants, however, were unaffected by the priming manipulation. Implications of this research are discussed.

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