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

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.


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.


Nico Heuvinck, Ghent University & University College Ghent, Belgium
Maggie Geuens, Ghent University & Vlerick Leuven Gent Management School, Belgium
Iris Vermeir, Ghent University, Belgium


NA - Advances in Consumer Research Volume 39 | 2011

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