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.


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.


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


NA - Advances in Consumer Research Volume 44 | 2016

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