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Toward an Understanding of Consumer Ambivalence

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  • Otnes, Cele
  • Lowrey, Tina M
  • Shrum, L J
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    Abstract

    A case study of wedding planning is used to explore the concept of consumer ambivalence. Focus groups, in-depth interviews, and shopping trips were employed to generate text. A formal definition of consumer ambivalence is provided. Our analysis revealed four antecedents of consumer ambivalence: expectation versus reality, overload, role conflict with purchase influences, and custom and value conflict. These antecedents were then linked to particular coping strategies that informants employed to manage the ambivalence that was generated. Suggestions of how future research might explore consumer ambivalence are offered. Copyright 1997 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 24 (1997)
    Issue (Month): 1 (June)
    Pages: 80-93

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    Handle: RePEc:ucp:jconrs:v:24:y:1997:i:1:p:80-93

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Nelson, Michelle R. & Otnes, Cele C., 2005. "Exploring cross-cultural ambivalence: a netnography of intercultural wedding message boards," Journal of Business Research, Elsevier, vol. 58(1), pages 89-95, January.
    2. DUBOIS, Bernard & LAURENT, Gilles & CZELLAR, Sandor, 2001. "Consumer rapport to luxury : Analyzing complex and ambivalent attitudes," Les Cahiers de Recherche 736, HEC Paris.
    3. Hogg, Margaret K. & Banister, Emma N. & Stephenson, Christopher A., 2009. "Mapping symbolic (anti-) consumption," Journal of Business Research, Elsevier, vol. 62(2), pages 148-159, February.
    4. Cristel Russell & Dale Russell & Jill Klein, 2011. "Ambivalence toward a country and consumers’ willingness to buy emblematic brands: The differential predictive validity of objective and subjective ambivalence measures on behavior," Marketing Letters, Springer, vol. 22(4), pages 357-371, November.
    5. Hosany, Sameer & Prayag, Girish, 2013. "Patterns of tourists' emotional responses, satisfaction, and intention to recommend," Journal of Business Research, Elsevier, vol. 66(6), pages 730-737.
    6. Sabri, Ouidade, 2006. "Vers une meilleure compréhension des réactions du récepteur face aux annonces publicitaires « taboues ». Une étude exploratoire menée dans deux contextes culturels : marocain et français," Economics Papers from University Paris Dauphine 123456789/4232, Paris Dauphine University.

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