“When Knowing Is Better Than Expecting”: Resolving Different Types of Ambivalence By (Biased) Information Processing and Spreading Word-Of-Mouth

Nico Heuvinck, Ghent University & University College Ghent, Belgium
Iris Vermeir, Ghent University, Belgium
Maggie Geuens, Ghent University & Vlerick Leuven Gent Management School, Belgium
Distinguishing between manifest and univalent ambivalence (i.e., knowing vs. expecting conflicting information), we show that for a same ambivalence level, aversion is higher for manifest than univalent ambivalence. This seems to lead manifest ambivalent individuals to engage in biased (negative) information processing and negative word-of-mouth to effectively reduce their ambivalence.
[ to cite ]:
Nico Heuvinck, Iris Vermeir, and Maggie Geuens (2011) ,"“When Knowing Is Better Than Expecting”: Resolving Different Types of Ambivalence By (Biased) Information Processing and Spreading Word-Of-Mouth ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 423-424.