Extending Understanding of Consumer Ambivalence in Different Shopping Environments By Investigating Approach-Avoidance Conflicts

In order to contribute to the debate about consumer ambivalence, we propose a conceptualization which captures the multi-dimensional aspects of approach-avoidance conflicts faced by shoppers in changing retail environments. Using a cross-country study we tested the influence of the situation, product, reference group and individual dispositions on shoppers’ intentions. We also examined the role of approach-avoidance conflicts as possible moderators of these influences on shoppers’ decisions; and tested for differences in the effects of the various influences on two different retail formats by comparing traditional brick & mortar contexts with online shopping situations.

Citation:

Margaret K. Hogg and Elfriede Penz (2007) ,"Extending Understanding of Consumer Ambivalence in Different Shopping Environments By Investigating Approach-Avoidance Conflicts", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 156-157.