Ambivalence in the theory of reasoned action: Does it matter

The present study examines the role of ambivalence within the Theory of Reasoned Action (TRA; Fishbein & Ajzen, 1978). Two types of ambivalence are described: attitude ambivalence and normative ambivalence. Attitude ambivalence occurs when an individual holds both positive and negative beliefs toward a behavior and is defined as an attitude that is the result of a conflicted belief structure. Normative ambivalence occurs when an individual perceives both positive and negative normative beliefs associated with the behavior.; Six hypotheses were tested using a sample of 300 intercollegiate Division I athletes. Two questionnaires were completed six weeks apart that assessed athletes' beliefs, attitudes, intentions, normative beliefs and subjective norms about using legal performance enhancing substances.; Results demonstrated that neither attitude ambivalence nor normative ambivalence predict behavior above and beyond variables within the TRA. Two statistically significant interactions emerged. One interaction to was between negative beliefs and intentions predicting behavior. Intentions were stronger predictors of athletes' use of performance enhancing substances when negative beliefs were strong compared to when negative beliefs were weak. The second interaction to emerge was between negative beliefs and intentions predicting intention stability. Intentions were more stable across the six week time interval when negative beliefs as measured at time 1 were strong compared to when the negative beliefs were weak.; There were several commonalities among beliefs elicited by the athletes. The most commonly mentioned advantages of using performance enhancing substances were that using a substance would make the athlete stronger, faster and increase endurance. The most commonly mentioned disadvantage of using substances were the health risks associated with the substance. Parents and coaches were the two most frequently mentioned referents.; The results are discussed in the context of Kahneman & Tversky's Prospect Theory (1984). Implications for future research on the TRA and attitude ambivalence are discussed. Suggestions for interventions designed to target the use of performance enhancing substances among athletes are offered.