Who Has Mixed Feelings About Consumption? Self-Monitoring and the Antecedents of Attitude Ambivalence

Details

Serval ID
serval:BIB_9ADD717DDCFC
Type
Inproceedings: an article in a conference proceedings.
Publication sub-type
Abstract (Abstract): shot summary in a article that contain essentials elements presented during a scientific conference, lecture or from a poster.
Collection
Publications
Institution
Title
Who Has Mixed Feelings About Consumption? Self-Monitoring and the Antecedents of Attitude Ambivalence
Title of the conference
NA-Advances in Consumer Research
Author(s)
Cowley E., Czellar S., Laurent G.
Publisher
Association for Consumer Research
Address
Duluth, MN
Publication state
Published
Issued date
2008
Peer-reviewed
Oui
Editor
Lee A. Y., Soman D.
Volume
35
Pages
860-861
Language
english
Abstract
Ambivalent attitudes tend to lead to less predictable consumer judgments and behaviors than non-ambivalent attitudes. It is therefore important that we gain a better understanding of how consumers form ambivalent attitudes toward consumption objects. Our research contributes to the recent introduction of individual differences in the investigation of consumer ambivalence. We show that some antecedents of ambivalence are felt more by consumers with a high (vs. low) level of self-monitoring. Specifically, the discrepancy between personal and other's attitudes causes more ambivalence toward consumption objects for high self-monitors than low self-monitors. Our findings open up interesting directions for research on the formation of attitudinal ambivalence toward products, services and brands.
Create date
03/12/2010 15:57
Last modification date
21/08/2019 5:14
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