中華心理學刊 民 81，34 卷，29-40
Chinese Journal of Psychology 1992, Vol.34, 29-40
吳政桓（中原大學心理學系）
摘要
情感（affect）與認知（cognition）均被視為構成態度的主要成份。本研究推測預期要與別人討論自己態度中的某一成份，因為維護自我形像的動機提昇，而專注於該成份，會使得該成份變得較為複雜多面，而較不容易反映在整體態度上。這種情況在情感與認知不一致時，將比一致時更為明顯。據此，受試者被分配在情感與認知是否一致（一致或不一致）及討論層面（討論情感或認知）所構成的四個組別中，對兩種花生醬產品形成態度。結果顯示在情感與認知不一致組中，預期要討論情感層面，情感測量便與整體態度幾乎毫無相關。預期要討論認知層面時，認知測量便與整體態度沒有顯著的相關。這種態度成份問差異性的相關模式，如所預期的，在情感與認知一致組中，便較不明顯。本研究亦根據上述結果，對情感的優勢性（Zajonc, 1980, 1984）加以討論。
Effects of Affective-Cognitive Consistency and Anticipated Self-Presentation On The Structure of Attitudes
ChengHuan Wu（Department of Psychology Chung-Yuan Christian University）
Abstract
Based on a distinction made between affective and cognitive components of attitude, it was hypothesized that anticipated discussion with others on either component, due to the enhanced motive for self-presentation, would increase the integrative complexity of the focused component and thus, lessen its correlation with the global attitude. It was postulated that this is especially so when the affective and cognitive components are not in agreement (affective-cognitive inconsistency) than when they are in agreement (affective-cognitive consistency). To test this hypothesis, subjects formed attitudes toward two brands of peanut butter under the conditions of affective-cognitive consistency or inconsistency, and anticipated to discuss with others on their own feelings (affect) or beliefs (cognition) about the products. Measures of affect, cognition, and global attitude were taken at each attitude formation phase. As predicted, only in the affective-cognitive inconsistency condition, the components subjects anticipated to present to others were no longer associated with the global attitude as indicated by both the zero-order and partial correlations.
