The Impact of Attitudinal Ambivalence on Weight Loss Decisions: Consequences and Mitigating Factors

This research examines individuals’ attitudes & intentions toward losing weight and focuses on understanding the maladaptive outcomes of a negative relationship between these attitudes and intentions. Results show that attitudinal ambivalence, self-efficacy, and provision of outcome feedback alleviated the negative effect and improved intentions to try to achieve weight loss goals.


My Bui, Courtney M. Droms, and Georgiana Craciun (2013) ,"The Impact of Attitudinal Ambivalence on Weight Loss Decisions: Consequences and Mitigating Factors", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


My Bui, Loyola Marymount University, USA
Courtney M. Droms, Butler University, USA
Georgiana Craciun, University of Pittsburgh, USA


NA - Advances in Consumer Research Volume 41 | 2013

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