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Whence Univalent Ambivalence? From the Anticipation of Conflicting Reactions

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  • Joseph R. Priester
  • Richard E. Petty
  • Kiwan Park

Abstract

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. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Joseph R. Priester & Richard E. Petty & Kiwan Park, 2007. "Whence Univalent Ambivalence? From the Anticipation of Conflicting Reactions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(1), pages 11-21, March.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:1:p:11-21
    DOI: 10.1086/513042
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    Cited by:

    1. Akerlof, George A. & Snower, Dennis J., 2016. "Bread and bullets," Journal of Economic Behavior & Organization, Elsevier, vol. 126(PB), pages 58-71.
    2. Caroline Ardelet & Nathalie Veg-Sala & Alain Goudey & Marie Haikel-Elsabeh, 2017. "Between fear and desire for smart products: toward an understanding of consumers ambivalence [Entre crainte et désir pour les objets connectés : comprendre l'ambivalence des consommateurs]," Post-Print hal-01570286, HAL.
    3. 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.
    4. Wang, Siqi & Cheah, Jun-Hwa & Lim, Xin-Jean & Leong, Yee Choy & Choo, Wei Chong, 2022. "Thanks COVID-19, I'll reconsider my purchase: Can fear appeal reduce online shopping cart abandonment?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    5. Huang, Guei-Hua & Korfiatis, Nikolaos & Chang, Chun-Tuan, 2018. "Mobile shopping cart abandonment: The roles of conflicts, ambivalence, and hesitation," Journal of Business Research, Elsevier, vol. 85(C), pages 165-174.
    6. Akerlof, George A. & Snower, Dennis J., 2016. "Bread and bullets," Journal of Economic Behavior & Organization, Elsevier, vol. 126(PB), pages 58-71.
    7. Audrezet, Alice & Parguel, Béatrice, 2018. "Using the Evaluative Space Grid to better capture manifest ambivalence in customer satisfaction surveys," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 285-295.
    8. Shavitt, Sharon & Barnes, Aaron J., 2020. "Culture and the Consumer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 40-54.
    9. Gianluigi Guido & Marco Pichierri & Giovanni Pino, 2018. "Place the good after the bad: effects of emotional shifts on consumer memory," Marketing Letters, Springer, vol. 29(1), pages 49-60, March.
    10. Zhi Zhang & Zhaoying Yang & Jiang Gu & Moon-Seop Kim, 2023. "How Does Multinational Corporations’ CSR Influence Purchase Intention? The Role of Consumer Ethnocentrism and Consumer Ambivalence," Sustainability, MDPI, vol. 15(7), pages 1-19, March.
    11. Anne Hamby & Cristel Russell, 2022. "How does ambivalence affect young consumers’ response to risky products?," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 841-863, July.
    12. Mark Fenton‐O'Creevy & David Tuckett, 2022. "Selecting futures: The role of conviction, narratives, ambivalence, and constructive doubt," Futures & Foresight Science, John Wiley & Sons, vol. 4(3-4), September.
    13. Sipilä, Jenni & Herold, Kristiina & Tarkiainen, Anssi & Sundqvist, Sanna, 2017. "The influence of word-of-mouth on attitudinal ambivalence during the higher education decision-making process," Journal of Business Research, Elsevier, vol. 80(C), pages 176-187.
    14. Liu, Fu & Wei, Haiying & Wang, Xingyuan & Zhu, Zhenzhong & Chen, Haipeng Allan, 2023. "The influence of online review dispersion on consumers’ purchase intention: The moderating role of dialectical thinking," Journal of Business Research, Elsevier, vol. 165(C).
    15. Kuppelwieser, Volker G. & Klaus, Phil & Manthiou, Aikaterini & Boujena, Othman, 2019. "Consumer responses to planned obsolescence," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 157-165.
    16. Ksenia Podoynitsyna & Hans Van der Bij & Michael Song, 2012. "The Role of Mixed Emotions in the Risk Perception of Novice and Serial Entrepreneurs," Entrepreneurship Theory and Practice, , vol. 36(1), pages 115-140, January.

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