Abstract: Consumer ambivalence is the simultaneous or sequential experience of conflicting emotional states to an attitudinal object, which is different from prior studies on bipolar attitude. Ambivalence is an ubiquitous phenomenon. However, interest in ambivalence as descriptive and explanatory construct, and empirical research on ambivalence are relatively rare in the domain of psychology and marketing. The differences between ambivalence of social psychology and consumer ambivalence occur in several aspects such as stability and changeability.

Key words: attitudinal ambivalence, consumer ambivalence, attitude strength, information processing