When Ambivalence Increases Attitude-Behavior Correspondence
Individuals with ambivalent attitudes have been shown to have low attitude-behavior consistency. Our research identifies conditions under which the dominant component of an attitude is made diagnostic will increase attitude-behavior correspondence particularly for those who hold highly ambivalent attitudes. Implications for research on behavior amplifications among ambivalent consumers are discussed.
Lifeng Yang and H. Rao Unnava (2011) ,"When Ambivalence Increases Attitude-Behavior Correspondence ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.
Lifeng Yang, Ohio State University, USA
H. Rao Unnava, Ohio State University, USA
NA - Advances in Consumer Research Volume 38 | 2011
Thank You = Trust Me: When Gratitude Expressions Help Promote New Products
Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA
When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project
Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel
Identity Threats, Compensatory Consumption and Working Memory Capacity: When and Why Feeling Threatened Leads to Heightened Evaluations of Identity-Relevant Products