When humans encounter attitude objects (e.g., other people, objects, or constructs), they evaluate them. Often, these evaluations are based on attitudes. Whereas most research focuses on univalent (i.e., only positive or only negative) attitude formation, little research exists on ambivalent (i.e., simultaneously positive and negative) attitude formation. Following a general introduction into ambivalence, I present three original manuscripts investigating ambivalent attitude formation. The first manuscript addresses ambivalent attitude formation from previously univalent attitudes. The results indicate that responding to a univalent attitude object incongruently leads to ambivalence measured via mouse tracking but not ambivalence measured via self-report. The second manuscript addresses whether the same number of positive and negative statements presented block-wise in an impression formation task leads to ambivalence. The third manuscript also used an impression formation task and addresses the question of whether randomly presenting the same number of positive and negative statements leads to ambivalence. Additionally, the effect of block size of the same valent statements is investigated. The results of the last two manuscripts indicate that presenting all statements of one valence and then all statements of the opposite valence leads to ambivalence measured via self-report and mouse tracking. Finally, I discuss implications for attitude theory and research as well as future research directions.
The present work explores how theories of motivation can be used to enhance video game research. Currently, Flow-Theory and Self-Determination Theory are the most common approaches in the field of Human-Computer Interaction. The dissertation provides an in-depth look into Motive Disposition Theory and how to utilize it to explain interindividual differences in motivation. Different players have different preferences and make different choices when playing games, and not every player experiences the same outcomes when playing the same game. I provide a short overview of the current state of the research on motivation to play video games. Next, Motive Disposition Theory is applied in the context of digital games in four different research papers, featuring seven studies, totaling 1197 participants. The constructs of explicit and implicit motives are explained in detail while focusing on the two social motives (i.e., affiliation and power). As dependent variables, behaviour, preferences, choices, and experiences are used in different game environments (i.e., Minecraft, League of Legends, and Pokémon). The four papers are followed by a general discussion about the seven studies and Motive Disposition Theory in general. Finally, a short overview is provided about other theories of motivation and how they could be used to further our understanding of the motivation to play digital games in the future. This thesis proposes that 1) Motive Disposition Theory represents a valuable approach to understand individual motivations within the context of digital games; 2) there is a variety of motivational theories that can and should be utilized by researchers in the field of Human-Computer Interaction to broaden the currently one-sided perspective on human motivation; 3) researchers should aim to align their choice of motivational theory with their research goals by choosing the theory that best describes the phenomenon in question and by carefully adjusting each study design to the theoretical assumptions of that theory.