The AMP Reflects Gradual Differences in Attitude Extremity, Not Intensity

Abstract: This study examined whether the affect misattribution procedure (AMP) is suitable for measuring gradual differences in attitude extremity, and whether attitude intensity contributes to this. Attitude extremity was varied gradually by using neutral, moderately positive, and extremely positive IAPS pictures as primes (Experiment 1, N = 55). Attitude intensity was manipulated by additionally varying the arousal of the primes (Experiment 1) and through emotion regulation (Experiments 2 and 3, N = 81 and N = 140, respectively). Across all experiments, an AMP version with a scalar response format was applied. The AMP reflected gradual differences in attitude extremity but not in attitude intensity.