Seeming ambivalent, being prejudiced: the moderating role of attitude basis on experienced affect

One experiment examined the potential for ambivalence toward the outgroup based on cognitive but not affective information to be functional to justify the prior expression of prejudice. To this end, the (prejudice expression vs. no prejudice expression) context of holding ambivalence toward the outgroup was manipulated before assessing all participants' cognitively based ambivalence and affectively based ambivalence toward the outgroup. Finally, all participants self-reported their positive affect. As predicted, participants whose prejudice was previously assessed, exhibited increased levels of positive affect to the extent that they were cognitively but not affectively ambivalent toward the outgroup. By contrast, replicating prior work, participants whose prejudice was not previously assessed exhibited decreased levels of positive affect to the extent that they were both cognitively and affectively ambivalent toward the outgroup. Consistent with recent, functional approaches to the conceptualization of attitude structure and prejudice, these findings provide direct evidence that cognitively based ambivalence toward the outgroup can contribute to the need to be prejudicial. The implications of these findings for ambivalence and intergroup research are discussed.