ISSN 1671-3710
CN 11-4766/R
主办:中国科学院心理研究所
出版:科学出版社

›› 2010, Vol. 18 ›› Issue (6): 987-996.

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New Understanding of Consumer Attitude: Dualistic Attitudinal Ambivalence

HUANG Min-Xue;FENG Xiao-Liang;XIE Ting-Ting   

  1. Economics and Management school, Wuhan University, Wuhan 430072, China
  • Received:2009-12-08 Revised:1900-01-01 Online:2010-06-15 Published:2010-06-15
  • Contact: HUANG Min-Xue

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