Ambivalence As an Inoculating Agent: a Built-In Defense Against Attitude Change

A three-phase experiment was conducted to ascertain the effect of initial attitude ambivalence on subsequent susceptibility to attitude change. Regression analyses revealed that subjects were less likely to change their attitude after reading new counter-attitudinal information when their initial attitudes were characterized by high levels of ambivalence (b = -.154; p < .05) indicating the presence of inoculation. These results suggest that ambivalence does not always produce aversion, and in the absence of such aversion, ambivalent consumer attitudes are actually more resistant to new, potentially biasing information.



Citation:

Mark Forehand, Mark Staton, and Brian Tietje (2007) ,"Ambivalence As an Inoculating Agent: a Built-In Defense Against Attitude Change", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 380-383.

Authors

Mark Forehand, University of Washington
Mark Staton, University of Washington
Brian Tietje, California Polytechnic State University



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

Indigenous Trust and Readiness Towards Development

Ding Hooi Ting, Universiti Teknologi PETRONAS
Chin Chuan Gan, Sunway University
Amir Zaib Abbasi, Capital University of Science and Technology
Sohel Ahmed, Universiti Teknologi PETRONAS

Read More

Featured

Remind Me of What I Have: Thinking about a Favorite Possession Mitigates the Negative Impact of Inequality on Subjective Well-being

(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Amy Dalton, Hong Kong University of Science and Technology
Anirban Mukhopadhyay, Hong Kong University of Science and Technology

Read More

Featured

N1. The Experiential Advantage in Eudaimonic Well-being – An Experimental Assessment

Aditya Gupta, University of Nebraska-Lincoln
James Gentry, University of Nebraska-Lincoln

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.