Valence Asymmetry in Attitude Formation

A considerable amount of research indicates that political conservatives and liberals perceive their social worlds very differently, with conservatives perceiving the world more negatively than liberals. Two studies examined how these varying perceptions may develop by exploring the relation between political ideology and attitude formation. In both studies, participants completed an evaluative conditioning paradigm in which novel stimuli were paired with either positive or negative images. Political conservatives were more susceptible to conditioning with negative stimuli than conditioning with positive stimuli as compared to political liberals. Specifically, conservatives were less susceptible to conditioning with positive stimuli than liberals. Conditioning with negative stimuli did not differ by political ideology. These findings suggest fundamental differences in the formation of positive versus negative attitudes between conservatives and liberals.