A Literature Review of Consumer Attitudinal Ambivalence and Prospects

Gao Haixia, Zhang Min

Foreign Economics & Management Vol. 38, Issue 02, pp. 62 - 74 (2016)  DOI:10.16538/j.cnki.fem.2016.02.005

Abstract

The development of network economy and the increase in consumer demand often lead to consumer attitudinal ambivalence in consumption decisions. Compared to traditional unidimensional attitude,attitudinal ambivalence can shed light on consumer psychology more accurately and also help to explain consumer behavior. Based on existing domestic and foreign research on consumer attitudinal ambivalence,this paper mainly describes the concept,measurement,antecedents,consequences and management strategy against consumer attitudinal ambivalence. Then it gives future research directions.

Keywords

attitudinal ambivalence; information processing; purchase intention