Whence univalent ambivalence? From the anticipation of conflicting reactions

被引：92

作者：

Priester, Joseph R.

Petty, Richard E.

Park, Kiwan

机构：

[1] Univ So Calif, Marshall Sch Business, Los Angeles, CA 90089 USA

[2] Ohio State Univ, Columbus, OH 43210 USA

[3] Sungkyunkwan Univ, SKK Grad Sch Business, Seoul, South Korea

来源：

JOURNAL OF CONSUMER RESEARCH | 2007年 / 34卷 / 01期

关键词：

D O I：

10.1086/513042

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The subjective experience of ambivalence results from possessing both positive and negative reactions. Why do individuals sometimes experience ambivalence when they possess only positive or only negative reactions (i.e., univalent attitudes)? This research advances and provides support for the notion that anticipated conflicting reactions underlie such ambivalence. Anticipated conflicting reactions occur when an individual possesses no, or only a few, manifest conflicting reactions and yet anticipates that there may exist conflicting information of which they are unaware. Support is provided by three experiments in which anticipated conflicting reactions mediated the influence of amount of univalent information on feelings of ambivalence.

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页码：11 / 21

页数：11

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