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

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