When Ambivalence Increases Attitude-Behavior Correspondence

Lifeng Yang, Ohio State University, USA
H. Rao Unnava, Ohio State University, USA
Individuals with ambivalent attitudes have been shown to have low attitude-behavior consistency. Our research identifies conditions under which the dominant component of an attitude is made diagnostic will increase attitude-behavior correspondence particularly for those who hold highly ambivalent attitudes. Implications for research on behavior amplifications among ambivalent consumers are discussed.
[ to cite ]:
Lifeng Yang and H. Rao Unnava (2011) ,"When Ambivalence Increases Attitude-Behavior Correspondence ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.