Attitudinal Ambivalence: How Consumers Manage it?

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Amit_Hayes2015.pdf (95.98 KB)

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2015-02

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Abstract

Ambivalence often has been viewed as an attitude that has both positive and negative components to it. Ambivalence also is viewed as causing discomfort, thus motivating individuals to reduce it. In this research, we investigate the possibility that individuals choose to be ambivalent or not. Initial results tend to show that ambivalence is something that can be controlled by consumers strategically.

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Business: 2nd Place (The Ohio State University Edward F. Hayes Graduate Research Forum)

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Ambivalence

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http://hdl.handle.net/1811/68007

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29th Hayes Graduate Research Forum (February, 2015)