Mental Representation of Attitudinal Ambivalence

An ambivalent attitude has both positive and negative reactions associated with it. In this research, the underlying structure of oppositely-valenced components is investigated. Preliminary evidence indicates positive and negative thoughts about an object being stored together in memory. Further, effect of situational relevance on accessibility is studied.



Citation:

Amit Surendra Singh and H. Rao Unnava (2016) ,"Mental Representation of Attitudinal Ambivalence", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 759-759.

Authors

Amit Surendra Singh, Ohio State University, USA
H. Rao Unnava, Ohio State University, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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