35. Cognitive Structure and Attitudinal AffectMILTON J. ROSENBERGUnderstanding of the related processes of attitude learning and attitude change will probably be advanced by theinvestigation of structural relationships between attitudes and beliefs about the objects of attitudes. The presentresearch is an attempt to verify a set of hypotheses about such relationships. These hypotheses have much incommon with some that have already been presented by Cartwright (2), Hilliard (3), Smith (8), Tolman (9), andWoodruff (11, 12). However, they differ Erom these earlier formulations in attempting to delineate more explicitlycertain variables that are assumed to covary with attitude (here defined as relatively stable Affective response toan object). One of these variables is the intensity of a person's values. A second is the perceived importance ofthe attitude object in leading to or blocking the attainment of his values.The general theoretical view underlying the present study includes the following points: (a) When a person has arelatively stable tendency to respond to a given object with either positive or negative affect, such a tendency isaccompanied by a cognitive structure made up of beliefs about the potentialities of that object for attaining orblocking the realization of valued states; (b) the sign (positive or negative) and extremity of the affect felt towardthe object are correlated with the content of its associated cognitive structure. Thus strong and stable positiveaffect toward a given object should be associated with beliefs to the effect that the attitude object tends tofacilitate the attainment of a number of important values, while strong negative affect should be associ· Reprinted from Journal of Abnormal and Social Psychology, 1956, 53, 367 -372, with permission of the authorand the American Psychological Association. The study was supported bv the U. S. Airated with beliefs to the effect that the attitude object tends to block the attainment of important values. Similarly,moderate positive or negative affects should be associated with beliefs that relate the attitude object to lessimportant values or, if to important values, then with less confidence as to the existence of clearcut instrumentalrelationships between the attitude object and the values in question.From this view, three specific hypotheses were formulated for experimental test:1. The degree and sign of affect aroused in an individual by an object (as reflected by the position he chooses onan attitude scale) vary as a function of the algebraic sum of the products obtained by multiplying the ratedimportance of each value associated with that object by the rated potency of the object for achieving or blockingthe realization of that value.2. The degree and sign of affect aroused in an individual by an object (as reflected by the position he chooses onan attitude scale) vary as a function of the algebraic sum of his ratings of the potency of that object for achievingor blocking the realization of his values (when the importance of these values is held constant).3. The degree and sign of affect aroused in an individual by an object (as reflected by the position he chooses onan attitude scale) vary as a function of the algebraic sum of his ratings of the importance of the values whoseattainment or blocking he perceives to be affected through the instrumental potency of that object (when theinstrumental potency of that object for attaining or blocking each of these values is held constant).METHODSubjects and Attitude Measure326 ATTITUDE THEORYMichigan and the Ypsilanti State Teachen College, took an attitude questionnaire that contained, among otheritems, one dealing with the issue of "whether members of the Communist Party should be allowed to address thepublic." Each S checked his first choice among five alternative statements. Seventeen 55 chose the alternativeindicating extreme opposition to allowing members of the Commu. nist Party to address the public, 31 Ss thealternative indicating moderate opposition, 44 Ss that indicating moderate approval, and 25 Ss that indicatingextreme approval. Only three Ss chose the alternative indicating "neutrality" on the issue, and, because of theirsmall number, were excluded from the research population. In a retest of 95 Ss on this measure after an intervalof at least two months, a reliability coefficient of .72 was obtained (p <.001).Value MeasuresThree to five weeks after the administration of the attitude measure two card-sorting tasks were administeredindividually. These tasks required S to categorize each of a group of value items in terms of (a) value importance,i.e., its importance to him as a "source of satisfaction" and (b) perceived instrumentality, i.e., his estimate as towhether, and to what extent. the value in question would tend to be achieved or blocked through the "policy ofallowing members of the Communist Party to address the public."The pack of value-cards included 35 items constructed in the light of White's valueanalysis technique (10) andIvIurray's analysis of major needs (6). (The value items used are given in Table 1.) In addition to these 35 items,the pack of cards presented to each S also contained value terms that had been coded out of his questionnaireanswer to a verbal probe in conjunction with the item on "allowing members of the Communist Parq to address thepublic." For most Ss the total number of such "salient" values came to two or three, the range among all Ssextending from zero to six.For the "value importance" measure S was asked to rank each card so as to indicate how much satisfaction hegets, or would get, from the value state that it described. Each value was to be judged independently in terms of21 categories ranging from "gives me maximum satisfaction" (Category +10) through "gives me neithersatisfaction nor dissatisfaction.' (Cate7AALE 1. Value items Used ;n Card-Sorting l asks*10. 11. 12.13. 14. 15. 16.17.18. 19.20. 21.23.24. 25.26.27.28.29. 30. 31.32.33.3351. People sticking to their own groups.2. People looking out for the welfare of others.3. Being looked up to by others.4. Change and variety; having new kinds of experience.5. Sticking to a difficult task: solving difficult problems.6. Making one's own decisions.7. People being strongly patriotic.8. Serving the interests of the group to which one belongs.9. Civing expression to feelings of anger or hostility.Keeping promises made to others.Having one's family approve of