“The Good, the Bad and the Certain”: When Ambivalent Attitudes Affect Intention Differently

Nico Heuvinck, Ghent University & University College Ghent, Belgium
Maggie Geuens, Ghent University & Vlerick Leuven Gent Management School, Belgium
Iris Vermeir, Ghent University, Belgium
Distinguishing between manifest and univalent ambivalence (i.e., knowing vs. expecting conflicting information), we show that manifest ambivalence yields greater attitude certainty and a higher attitude-intention consistency than univalent ambivalence. The former seems to be driven by a difference in attitude clarity (rather than attitude correctness), but the latter is not.
[ to cite ]:
Nico Heuvinck, Maggie Geuens, and Iris Vermeir (2011) ,"“The Good, the Bad and the Certain”: When Ambivalent Attitudes Affect Intention Differently", 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: 425-426.